NatWest's longstanding black and white logo will change to red and will feature a new font. According to an insider, the font "softens the image and is designed to look less staid.
The design has been created by brand consultancy The Partners which has carried out a thorough review of product development, branch design and staff behaviour in a bid to modernise the bank's image.
The logo change will be rolled out across the branch network and on internal and external communications later this year.It forms part of an ongoing refurbishment of NatWest's 1650 branches, instigated by RBS following its acquisition of the brand in March 2000.
NatWest marketers are being advised by RBS marketers on how to improve customer service and layout in-branch, a quality RBS prides itself on, which it has flagged up in ads through Faulds Advertising.
The brand overhaul will be supported by a new ad campaign through M&C Saatchi which is expected to break in the next two months.
The ads will promote NatWest's Advantage accountwhich offers benefits such as free travel insurance and business banking offering and will keep the 'Another Way' theme of the existing campaign.
When RBS took over NatWest the bank was losing market share of new personal customers. RBS pledged to focus on the retail network.
_1.jpg)
.jpg)
