The rebrand is the latest phase of Barclays' global expansion ambitions and will eventually be incorporated into the visual identity of all subsidiaries.
The first time consumers will become aware of the look will be in June, when the bank unveils TV ads for Barclaycard. The bank has also dramatically redesigned Barclaycard to appeal to younger consumers in the face of competition from brands such as Egg and Mint.
The most fundamental change is the creation of a softer version of the Barclays eagle. The logo will gradually appear alongside all Barclays-owned businesses. All branded literature is being overhauled to include the look.
The rebrand has been developed by brand strategy director Sara Deeks with Williams Murray Hamm, which was awarded the rebranding brief last year.
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