Halifax is relaunching its brand with an updated logo and visual identity, as well as a new marketing campaign, as it looks to make the brand more contemporary and relevant amid growing competition from fintech companies such as Monzo, Atom and Starling.

Halifax’s ‘X’ logo has been revamped to simplify the design and use bolder colours to ensure it “fits in a digital world” while making use of its heritage. That will be carried through to a new look and feel on collateral used in-stores and online (see below).

Alongside this, Halifax is changing creative direction in its advertising and introducing a new tagline ‘Halifax makes it happen’. Gone are the classic TV and film characters such as Top Cat and the Flintstones to be replaced by a campaign that aims to position Halifax as a “can-do brand”.

The TV spot, created by adam&eveDDB, dramatises and celebrates the feeling of excitement that comes with owning a new home. It shows a slinky moving into a new house with its owner and its experience of exploring new rooms.

Speaking to Marketing Week, Richard Warren, director of communications and marketing at Halifax’s owner Lloyds Banking Group, says the relaunch retains Halifax’s positioning as a “friendly, upbeat, human brand” while modernising it.

“[The old campaign] cut through really well and was very well branded. But in terms of the image, we felt we could be a bit more modern. Using those kinds of cartoons…