Bank of Scotland has launched a new visual identity and logo, alongside its new media campaign, as it seeks to refresh Scotland’s oldest bank and re-assert its traditional values.

By re-asserting these values of relationship banking, customer empathy and expertise, the company aims to do “what the Bank of Scotland has always done best” – build strong, trusting relationships with its customers.

“This is not about re-inventing the Bank of Scotland brand” said Archie Kane, group executive director for Scotland, “but allowing our customers to re-discover it.”

“We have conducted extensive customer research and know that the Bank of Scotland brand has a strong place in the hearts of Scots.”

A new animated 40 second TV ad which will break in Scotland tomorrow (30 January) focuses on a young couple as they meet, get married, buy a home and start a family, and is narrated by Dougray Scott.

The Bank assures viewers that it understands “you never know where the next road will take you”, but that it will “be with you all the way.” 

As well as TV, the campaign will also run across outdoor, press, radio, online and within all Scottish Bank of Scotland branches.

The campaign was created by RKCR/Y&R with media strategy by Mediaedge:cia, and the logo was refreshed by Rufus Leonard.

Richard Exon at RKCR/Y&R said: “This campaign will clearly and coherently communicate the Bank’s role in today’s modern and dynamic Scotland”