Barclays is given a corporate facelift

BARCLAYS BANK is preparing to undergo a corporate make-over for the first time in 30 years with a new logo and brand identity, which will go on show for the first time at the group's annual meeting next Friday.

Barclays' trademark eagle is to be given a more up-to-date look and placed inside a globe, while the distinctive Barclays colour is going to be replaced by a different shade of blue.

Following a successful trial at a prototype branch in Stockport, near Manchester, earlier this year, new livery will be used for Barclays' Internet service and will start appearing in branches this summer.

Barclays says that the new identity, developed by the branding consultants Interbrand Newell & Sorrell, is meant to project the change in its culture over the past two years.

Barclays is also aiming to use the new logo and livery to achieve greater consistency in branding between operations like Barclaycard, Connect debit cards, and Barclays Capital, the bond-broking arm.

However, Barclays insists that the bank is not going down the road pursued by HSBC, which last year started to phase out Midland Bank as part of a global rebranding in which names of local operations are being eliminated.

Barclays has adopted a low-key approach to the facelift. The group has avoided big publicity stunts along the lines of the pounds 300m Pepsi rebrand several years ago and is keen to avoid charges of waste.

Instead, staff have been briefed and senior managers have been shown the logo and trademark at internal conferences over the past few weeks.