on Heritage

During the financial crisis, Lloyds TSB merged with Halifax Bank of Scotland to form the largest banking group in the UK.

Banking on

The newly formed management team needed an identity to make sense of the merger – closely linked to the long and established heritage of Lloyds since 1756, but entirely rethought to symbolise a new beginning for the group.

Banking on

The new identity combined a redrawn Lloyds black horse standing on a green ground to symbolise the bank was founded on good banking principles and continues to uphold these values. We designed a brochure sent to every employee on day one, to announce the formation of the Group.

What we did

  • Brand Thinking
  • Creative Direction
  • Brand Identity
  • Brand Guidelines
  • Brand Launch