British bank Lloyds has unveiled a newly redesigned app that incorporates its updated brand identity, both of which have been led by Wolff Olins in collaboration with the bank’s in-house team. While the new identity has been introduced over the last several months, the app update is the first product to make use of the new identity system.

The design system includes a complementary colour palette that builds on the classic Lloyds green brand colour. This is joined by a suite of icons and illustrations, a revamped tone of voice, and a new custom sans serif typeface developed in collaboration with Grilli Type.

A fresh photography style has also been developed, which speaks to an ambition to make the brand feel more down to earth.

“Tonally, that sense of Britishness has been brought to the fore and with it a touch of humour,” says Wolff Olins senior creative director Tom Carey. “It’s still the Lloyds we know and love, but redesigned for the future: bolder, wilder and with a charming British twist.”

The identity features Lloyds’ modestly redrawn horse motif which was subtly introduced earlier this year. The horse’s head now faces in the same direction as its body, reflecting the bank’s new positioning, Lloyds Moves Everyone Forward, also developed by Wolff Olins.

The horse has also informed the motion design approach, which includes movement patterns based on canters, flicks and gallops. Clear thought has gone into the approach, echoing a trend towards increasingly complex motion principles as brands seek more ways to differentiate themselves.

The design updates tie in with a new campaign, The Power to Do It All, created by adam&eveDDB, which shows the promised benefits of the new app experience. The first spot from the campaign shows how a quick card freezing feature can come in handy on an expensive father-daughter day out.

The three-pronged launch arrives under the leadership of Suresh Balaji, who has set about transforming Lloyds into an “experience-led brand” after being appointed as CMO in 2023. “Modern brand building is more than advertising,” Balaji says. “A brand is the sum total of all experiences and using design principles across the customer ecosystem is a non-negotiable for us.”

Credits:
Branding Agency: Wolff Olins
Creative Agency: adam&eveDDB
Director: Gary Freedman
Production Company: MJZ
DoP: Marek Filip
Art Director: John Ebden
Editing: The Assembly Rooms
Post-Production Company: Company 3, Framestore
Music Supervision: Soundtree Music
Sound Design: 750mph