Lloyds takes next step forward with extensive rebrand

Global brand consultancy Wolff Olins led the strategic brand review for Lloyds and formed its new positioning: ‘Lloyds moves everyone forward’. In crafting ‘The Cancara Philosophy’, a design philosophy named after the original Lloyds black horse, Wolff Olins put together a brand system that is flexible across both B2C and B2B, and supports the relaunch of Lloyds’ app. It features a new colour palette that alludes to the greenery of Britain’s landscape and an interactive version of Cancara in its logo. While the colours were reinvigorated with a more modern look, they stem from the classic Lloyds green. Wolff Olins' group chief marketing officer, Suresh Balaji, says the aim behind the refresh is to make the Lloyds brand “even more timeless”.