Inside the Design Index
Banking on a Human Touch
Rebranding: Barclays
Last year, Barclays decided it was time to shake the stuffy image that comes with being a 300-year-old financial-services powerhouse. The maker of the world's first ATM (in 1967 -- however primitive it was in terms of technology) has since invested in a multimillion dollar rebranding campaign to emphasize its human spirit. Everything from Barclays' Web site and branch signs, to the tone of voice used by tellers has been "re-humanized" to appeal to customers.
After raising profits 9% in the first half of 2005, Barclays is aiming for double-digit growth in the coming year. Blanketing London's business area Canary Wharf this fall with its witty posters is just the first step to a whole new Barclays.