Our New Brand
History shows us that global banking is on a continual journey of evolution. The companies that now sit under Lloyds Banking Group have been key players in the banking sector over the last two centuries. And that's a trend that's set to continue.
Crucial to our ongoing success is the development of a brand for our business that can carry us through the 21st century.
Welcome to Lloyds International.
The Lloyds International brand is a new identity for us, rooted in the heritage of Lloyds TSB Group and harnessing the drive and innovation of HBOS Australia. It will show us as an active organisation with a distinctive perspective on the world of finance. It will convey solidity, heritage, confidence and that we are an organisation ‘of today'.
As part of Lloyds Banking Group, the brand reflects the fact that we are a broadly based, relationship focused, values led financial services group. At our heart is a commitment to building deep and lasting relationships which help our customers achieve what is most important to them.
A new identity
At the centre of our new identity is a new logo which leads with our name, “Lloyds International” and signals a confident leadership position and clarity of purpose for the Group.
By using the Lloyds name, which dates back to 1765, we can build upon the reputation of the brand as a great British banking institution that is well known and highly respected on the global stage.
The Black Horse
A second key component of our identity is the iconic Black Horse which emphasises our heritage and is one of the most widely recognised icons in financial services today. Its origins date back to 1884 when Lloyds absorbed the London based bank of Barnetts, Hoares & Co. who had inherited the symbol on its Lombard Street building, originally used by a goldsmith as early as 1677.
Key colours for the brand will be black, from the Black Horse, and dark green. The solid green line in our new logo represents the solid banking principles on which our business is based. Green was originally used by Lloyds as its house colour in the early 1920s, having been chosen by Major R CGarton, a director of Lloyds from 1918 – 23, for its ability to stand out on the high street.
The story goes that Garton, a keen yachtsman, had a boat kept in Poole harbour covered with tarpaulins dyed ‘Willesden green', which he claimed stood out well and enabled him to pick out his boat easily. He convinced the premises committee that Lloyds' signs in this colour would also be visible at a distance and so it was adopted. It remains a highly distinctive colour even today.
Finally, the photography we will be using has been chosen to bring to life the great relationships that we build, both between colleagues and with our customers.
What about the HBOS Australia brand?
HBOS Australia changed to Lloyds International on 12 August 2009. The BOS International, Capital Finance and Bank of Scotland Treasury brands continue to be our customer facing brands.