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Abbey National has pledged to 'demystify money' in the same way that Ikea has democratised interior design, following its rebrand as Abbey this week, with identity and positioning work by Wolff Olins.
The ambitious brand overhaul - costing an initial pound 11m this year, including pound 500,000 in fees to Wolff Olins - is billed as a 'complete relaunch of the business' by chief executive Luqman Arnold. With fewer and simpler products, an end to banking jargon and a focus on individual customers, the company intends to 'turn banking on its head'.
The Abbey name will serve as the company logo, appearing variously in white or one of four colours - red, orange, blue and green. No single strapline is being introduced to replace 'because life is complicated enough', although the new approach...