Lloyds Bank has run the same black horse symbol for more than 125 years, restating it across eras instead of replacing it.

CaseBrand & Creativity

Lloyds Bank has run the same black horse symbol for more than 125 years, restating it across eras instead of replacing it.

Lloyds Bank in the UK has applied 'fresh consistency' to its black horse symbol for more than 125 years: the same asset restated across eras, not replaced. Consistency means consumers do not have to work hard to recognise a brand.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 7 and p. 12; David Nichols, the brandgym

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