The world’s largest building society gets a new logo and corporate identity designed by New Commercial Arts. It’s the first significant rebrand for the bank in thirty years, and part of a drive to modernise it. Reduced to the absolute bare essentials, the logo favour usability–scaling far better than the previous mark–over the down-to-earth homeliness of what came before. The general impression is of efficiencies, employing the overly-rationalised approach of the modernists (formalised geometry and negative space). What the logo does away new elements such as type, website and illustration makes up for.