Brand Transformation for Lloyds Banking Group

Wolff Olins partnered with Lloyds to redefine its brand for a digital-first future, building on its heritage while positioning it as a modern, evolving financial institution. The refreshed identity, guided by the 'Cancara Philosophy', reimagines the iconic black horse, revitalizes the color palette, and introduces a dynamic type system to unify experiences across all customer touchpoints.