Barclays PLC.
Barclays PLC is a major global financial services firm operating in Europe, North America, the Middle East, Latin America, Australia, Asia and Africa. Barclays has over 1800 UK high street branches and Barclays has over 4,750 branches in over 50 countries worldwide.
I can really see that the brand is illustrated throughout my bank.
“We need to ensure on-brand consistency at every level of written communication and these guidelines will make certain that we achieve that.”
Audience.
When you walk into your local bank, do you feel the brand is truly represented throughout the building, whether it’s the pens you use to fill in the forms or even down to the uniform your friendly bank manager is wearing?
Challenge.
Barclays wanted to create a distinctive internal brand that was clearly differentiated from the externally facing brand, without confusing employees. It had to come from the same family and hold the same brand values but talk to a very different audience.
Insight.
To help employees understand how this new brand fitted into their everyday work life, we characterised the brand with a distinctive new illustration style to accompany the new typography and ‘dialogue box’.
Result.
To tell staff about the new brand we created a set of guidelines containing typography, illustration and design issues for the marketing & creative teams. A mini version containing handy tips for ‘tone of voice’, writing structures, layout styles and practical advice for template design was also developed.