from the link :-
He describes the archived fonts as “friendly yet grown up” So changed it! now its unfriendly and drawn by a kid.
The goal was to make the wordmark appear “modern but familiar” and “simultaneously bold and humble” to me its just wrong.
Despite this, he says testing revealed that most people see it as “a rising sun” So they have changed it from a tree. Nothing better than making something appear total different from what is should be.
Blue is a common colour across the financial services sector and Nationwide wanted to avoid the “sea of sameness” So they made it so different from Nat West not!
The blue and the red of the old identity was “showing its age the most”, according to Curran, as it was “too bright, too brash and too primary”. He notes that, with the new palette, Nationwide was conscious of not “cheapening the experience” but neither did it want to “give off signals of luxury”. So get rid of Blue and Red and use blue and red instead. Has it actually cheapened the experience and wasted money?
Kehoe describes the new bank cards as “stunningly simple and accessible”, as they use colour to signify which type of account the card relates to. Im not sure that works either we have x2 credit cards that we refer to as Gold and Blue credit cards even though the colours changed several decades ago. The gold one is currently silver and the blue one is currently a teal blue. Im looking forward to renaming them bakery orange, and charm pink. Hopefully she will get the pink one.
Kehoe describes the new bank cards as “stunningly simple and accessible” How will I know which card is which if we get the same colour as there is nowt on the front.
