Wolff Olins Lloyds brand identity redesign. Digital-first banking, dynamic logo, GT Ultra typeface, Lloyds green.
Feb 12, 2025
brand:
LLOYDS
by:
Wolff Olins

Lloyds: A Legacy in Motion – Reinventing Banking with the Cancara Philosophy

Lloyds undergoes a strategic transformation, evolving its identity into a dynamic, digital-first ecosystem. Rooted in its purpose—Helping Britain Prosper—the bank now embraces a universal mission: Lloyds moves everyone forward.

The brand’s reinvention is anchored in The Cancara Philosophy, a tribute to its iconic black horse. Motion behaviors derived from equine dynamics bring fluidity to digital interactions, while a reimagined GT Ultra typeface and reinvigorated Lloyds green enhance visual distinctiveness. This evolution positions Lloyds not as a static institution, but as an adaptive system, continuously shaping the future of financial services.

Wolff Olins Lloyds rebranding. The Cancara Philosophy, motion-driven black horse logo, financial innovation.
Wolff Olins Lloyds brand transformation. Future-ready banking, modern typography, evolving digital identity.
Wolff Olins Lloyds identity refresh. Adaptive branding, seamless customer experience, digital banking strategy.
Wolff Olins Lloyds visual identity. Revitalized color palette, bold type, motion-enhanced interactive design.
Wolff Olins Lloyds banking evolution. Brand repositioning, financial accessibility, modernized user experience.
Wolff Olins Lloyds brand update. Equine-inspired motion design, UX innovation, contemporary British banking.
Wolff Olins Lloyds future-focused branding. Digital transformation, interactive logo, seamless financial services.
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