Magazine article Marketing

Abbey Trials New Logo and Superstore Format

Magazine article Marketing

Abbey Trials New Logo and Superstore Format

Article excerpt

Abbey National is test marketing a new logo which no longer features its trademark umbrella, as part of a pilot 'superstore' format retail outlet in Croydon.

The redesigned logo, created by First Partnership, features the Abbey National name in lower case, with red letters on a silver background. If deemed to be a success in Croydon it will be rolled out to other branches nationwide replacing the current look. The bank has used the umbrella since 1948.

According to marketing director Gary Hockey-Morley: "The old identity did not reflect customer perceptions and the new logo is a little more informal and feminine."

The logo appears on the new 6000 square foot superstore branch opening in Croydon on January 4. Under plans announced last year, Abbey is teaming up two retail partners, Costa Coffee and Carphone Warehouse, which will each have a presence in the new store, branded Costa@AbbeyNational and Carphone Warehouse@AbbeyNational respectively.

The new store also has a secure play area for kids, a lounge where customers can read the papers and a 'discover and learn zone' where customers can learn how technology can help them manage their money. …

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