British bank’s rebrand signifies new priorities

British bank, Aldermore, has updated its user-facing online platforms for increased clarity and accessibility.

Aldermore is pushing its British heritage as a key aspect of the new brand. This is communicated through typically British imagery and a colour palette inspired by the British countryside incorporating sunflower yellow, Cornish slate, and racing green.

The rebrand signifies a change in the bank’s offering. Aldermore identifies this change with three ‘brand pillars’; exceptional service, total transparency and supporting communities. These in addition to the bank’s existing brand values; reliable, expert, dynamic and straightforward.

Aldermore marketing director, Sharon Mandeville, says, “We’re building a straightforward, accessible bank that promises to work hard to understand our customers and provide financial solutions to meet their needs and our new clean, crisp design supports this. We shape what we offer around customer needs in order to provide banking as it should be.”

Aldermore’s clients include SMEs, homeowners, and savers.