Lloyds, the UK’s largest financial services company, has rebranded. Lloyds has refreshed its visual identity to transition into a digitally-focused, forward-thinking brand in a market that has changed dramatically since COVID. London-based brand agency Wolff Olins and creative agency adam&eveDDB worked together to create the rebrand and campaign. A new design for the mobile app has also been released.
Lloyds announced a new slogan, 'Lloyds moves everyone forward', which focuses on overcoming difficulties and moving forward towards the goal. In tribute to the name of the black horse that moves forward, a design philosophy called 'Kankara Philosophy' was developed. The symbol's horse's head and body are expressed in the same direction to convey the meaning of moving forward, and the movement of the horse was analyzed in collaboration with horse experts and reflected in the brand motion design.
We collaborated with Grilli Type to create a bespoke GT Ultra typeface inspired by early 20th century British typefaces, with a colour palette inspired by British greenery and Lloyd’s traditional green.
“The British sensibility is front and center, with a hint of humour,” says Wolff Olins chief creative officer Tom Carey. “It’s the Lloyds we know and love, but redesigned for the future. It’s bolder, tougher and with a charmingly British twist.”
