TSB brand returns to the high street in £30m relaunch

The bank is reported to have spent £30 million on relaunching the brand, with Rufus Leonard working on identity design and Joint working on the launch campaign.

Rufus Leonard has worked with TSB forerunner Lloyds TSB as its group development partner for more than a decade.

The relaunch will see the TSB branding returning as signage on the high street as well as in press, cinema, digital and outdoor campaigns.

This is the first time the TSB branding – which stands for Trustee Savings Bank – has been used for 18 years. Around five million people will have their accounts transferred to the brand.

The previous TSB brand – which was originally set up more than 200 years ago – was merged with Lloyds to form Lloyds TSB in 1995.

Lloyds is now selling off 632 branches to form the TSB Bank, while Lloyds will revert to its previous Lloyds Bank branding on 23 September.

The 632 TSB branches – known as Project Verde branches – were originally going to be sold by Lloyds to the Co-operative, but the Co-op pulled out of the deal earlier this year.

Instead, the rebranded branches will be sold through an initial public offering.