Arbuthnot Latham has launched its brand transformation which adopts the central message: “always there for you”. What does this rebrand mean? Patrick Brusnahan investigates
The bank’s peacock remains a feature, but the logo and visual identity has been refreshed. In addition, Arbuthnot Latham will be relaunching its client-facing website to reflect the new brand.
All this follows years of expansion from the UK-based private bank.
Arbuthnot Latham brand transformation
Arbuthnot Latham launched its commercial bank in 2016. This was followed by the acquisition of Renaissance Asset Finance in 2017 and in 2018, the launch of Arbuthnot Commercial Asset Based Lending, which provides finance secured on invoices and business assets.
Arbuthnot Specialist Finance, which provides short term secured lending solutions to professional and entrepreneurial property investors, began lending in 2019.
Furthermore, the group expanded in terms of geography by adding offices in Manchester and Bristol, as well as an international hub in Dubai.
As a result, the bank now holds £2.2bn ($2.8bn) of deposits, £1.6bn of loan balances, and £1.1bn in assets under management.
Andrew Salmon, chief executive officer of Arbuthnot Latham & Co., said: “Arbuthnot’s longevity and the consistency with which it has applied its principles since its founding over two centuries ago are core to its appeal to clients, both private and commercial. But we are also defined by our entrepreneurialism, and this is something we share with our clients and which they value too.
“If a bank is to remain successful and relevant in an ever-changing competitive landscape, it cannot stand still. Today’s Arbuthnot Latham is capable of serving a wider variety of clients in a multiplicity of new ways, all supported by the right technology. The evolution of the brand acknowledges this progress but without departing from the values and the heritage for which we are known.”
Virginie Dafforn-Gorgemans, head of marketing at Arbuthnot Latham & Co., said: “Evolving a brand without departing from the core elements which have made it successful is not always straightforward. We believe we have created a concept that will resonate with all of those who engage with Arbuthnot Latham.
“We have had brilliant support from our agency Whitespace in building an incredible website with a range of new functionality. We also worked with Wellcom who helped create our new visual concept.
“Our clients value us for our relationship-led approach and we’ve enshrined that approach in our positioning: ‘always there for you’. Our visual identity embodies and helps us communicate what we’re known for: our entrepreneurial spirit, a long-term focus and our personal approach; helping clients to achieve their goals – ‘for business, for family, for life’.
“Much of the re-brand work has been done in-house by our talented creative team. This enabled us to react with agility to business feedback, ensuring we truly reflect how we see ourselves. You will see our distinctive peacock motif wherever you find the Arbuthnot Latham brand – it could be on the sail which powers a boat, or a child’s tent that provides protection –because it conveys the many advantages Arbuthnot Latham delivers to its clients.”