Chris White, chief executive officer, described the existing brand as “a little past its best” and said the building society had been reflecting on the importance of a warm welcome and looking at how it could ensure the customer experience was “truly first-class”.
He said: “We can now look at South Wigston, at the literature we hand out and at our website and be confident in the key message that we send to our customers – we provide modern mortgages and savings backed by traditional service.”
The new brand identity introduces an ampersand into the logo – now H&R – with the society’s full name underneath.
The new corporate colour scheme is dark grey and lime green and has been applied to signage, stationery, marketing material, the website and twitter feed.
White said the grey represents serious professionalism, while the green reflects the vibrancy and modernity of the society and its staff.
Several local businesses have been used to fit out the branch, print new stationary and redesign the website.
White added: “Updating our branches, staff uniforms, website and every other way we have a presence is an investment in the future of the society. It has been very pleasing that we have been able to source so much of what we needed from local businesses, which in turn helps the local economy. This underlines our place at the heart of the communities we serve, something all of our 99 staff take great pride in.”
