A street in Bath

Bath Building Society

Bath Building Society Brand Guidelines

Founded in 1904, Bath Building Society has a long history and heritage. While the brand has remained consistent, it hadn't been reviewed or updated for several years. Our challenge was to refresh the look, creating a new set of guidelines to work across both digital and print media, including creating an extensive new website. This new brand had to work within the digital landscape, whilst keeping true to their heritage.

To understand what could work better digitally, we started with a thorough brand review to see what could stay and what would go. It was all about keeping elements of the brand that felt familiar to the existing audience, whilst updating assets for a digital world and refreshing them for new customers. With this in mind, we highlighted key areas such as imagery, colour and typography that needed updating to help the brand communicate better. We also identified where we would need to introduce elements to make business areas (such as mortgages and savings) easier to differentiate and understand.

A new set of brand imagery was produced to better represent their audience and brand through three core image styles. We modernised the colour palette to better highlight the company's heritage and Bath location, introducing secondary colours to aid UX and UI design. The colours help segment content, making everything easy to understand. We didn’t stop there – we also updated their logo to be a contemporary typographic take on the previous mark that is better suited to digital use. We also implemented a new animation style to ease understanding. With a new set of brand guidelines in place they now have a consistent and impactful platform for all of their communication needs.

Bath Building Society's new logo
Bath Building Society's new colour palette
Bath Building Society's new typography
Brand imagery
Brand imagery
Brand imagery
Brand imagery
Brand toolkit pages
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