Barclays: Creating a financial icon
We used design to turn a world leading financial institution into an icon
Barclays is one of the ten largest financial services firms in the world. In 2004, we re-designed Barclays’ Brand Visual Identity.
The previous brand identity did not convey a clear personality, was not distinctive on the high street and was also difficult and costly to implement.
For customers across the world, Barclays occupies a unique position of financial expertise and authority.
Our challenge was to convey the position of financial expertise through every element of the Brand Visual Identity. The new Brand Expression captured a stronger, more single-minded personality through the exacting design of its key elements including:
The now iconic ‘eagle’ logo
A bespoke Barclays typeface
A strictly limited colour palette