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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. The thrift flower logo was used to depict the society for over 100 years.
In order to increase brand awareness the Society needed a strong, simple logo that was easily identifiable. Rather than start from scratch, National Deposit developed upon its original thrift flower emblem.
The 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 - a new name for a new era
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's brand to better reflect its core values so a re-branding process began. It was felt that the new name should portray our core values of strength, solidity and consistency.
A new logo and strap-line was also required to symbolise the Society’s values of being caring, principled, responsible, fresh, progressive and competitive.
National Friendly and its new logo were born.