Call us on 0800 195 9246
For professional advisors
Already a member?
Brand
The original National Deposit Friendly Society logo was a representation of the popular thrift flower.
This was the ideal choice for the society due to thrift being a fundamental part of insurance. This was used to depict the society for over 100 years.
In order to increase public awareness a strong, a simple logo that was easily identifiable was needed. So National Deposit developed upon its original thrift flower emblem.
The New National Deposit logo
The thrift flowers were changed to take on a simplistic graphical form with the new shape representing a family unit as well as the original flowers. The middle symbol represented a mother with her husband and child beside her.
The middle stem was joined to the smaller stem to represent the bond between mother and child. As the father was seen to be the provider and protector of the family, the 3rd stem developed into a bold horizontal line to sit below the whole family unit.
National Friendly is born
Following promising healthcare sales and the appointment of a new CEO, National Deposit initiated a year long, member-lead research programme in 2008 that focussed on the society’s name and logo.
The results highlighted the need for the society to better reflect its core values within branding so a re-branding process began. The society felt its new name should portray its core values of strength, solidity and consistency.
A new logo and strap-line was also required to symbolise the society’s people-focussed and tactical values of being caring, principled, responsible, fresh, progressive and competitive.
National friendly and its new logo were born.