Subscriber Exclusive 
‘We’re not giving up brand equity’: The inside story of Nationwide’s rebrand
The world’s largest building society is undertaking its biggest rebrand in almost 40 years. Here’s why 2023 was the moment to do so.
Nationwide’s rebrand goes beyond a new series of TV advertisements. It encompasses a new app, new website and – crucially – a new visual identity. The new logo is a stylised, streamlined version of its predecessor, one that Nationwide says reflects the “modernised” approach it is taking to its branding.
Some observers, however, have noted similarities between the new logo and that of rival bank NatWest. Even if those comparisons are superficial there is an inherent risk in rebranding, as the level of consumers’ awareness of a brand can be put at risk by changing an established distinctive asset.
