NatWest has delved in to its 1968 guidelines and introduced a new logo based on the original icon that was introduced when the bank was first formed as National Westminster Bank Limited.
The 3D logo was originally designed as three interlocking cubes to represent the “coming together of three separate banks”, which at the time were National Provincial Bank, Westminster Bank and District Bank.
The new logo is now being used as a building block for a new graphic system featuring colourful illustrations and animated elements. Designed by Futurebrand, the agency wanted to create an identity that would be “engaging, unique and stands out both online and on the visually ‘noisy’ high street”.
The new identity comes as NatWest owner Royal Bank of Scotland (RBS) launches ads to bring clarity to its switch from a branded house to a house of brands with RBS and NatWest.
The banking group debuted new ads for both RBS and Natwest last month, as the beleaguered RBS, looks to erect a fictional firewall between the battered perceptions of the RBS brand or, as chief marketing officer David Wheldon told The Drum: “This is the beginning of the real focus on the brands that will get us to number one."
As part of this, Futurebrand has also created a new identity for RBS, which the agency said is “an expression of modern heritage”. Research was based on traditional Scottish fabrics- tweeds and tartans – and this was used to generate a brand pattern dubbed ‘The Royal Bank tweel’ in a subtle nod to Scottish heritage that runs through all brand communications.