Is it a bird? Is it an astronaut’s helmet? Is it Pac-Man eating a house? No, it’s Nationwide’s new logo. The building society rebranded for the first time in nearly 40 years this week, replacing its blue and white house logo with a simpler, sleeker silhouette in navy and red.
Nationwide told us it is making the change in an attempt to modernise its image, particularly for younger customers. But in doing so it has given up a valuable distinctive asset. Its visual identity has been reinforced in consumers’ minds over a long period of time through a commitment to consistency. It takes years to create universally recognised brand codes like that.