Pentagram is giving banking a recent face with the rebranding of Virgin Cash

In recent years, there has been a movement among traditional financial institutions to adopt a more human personality – largely thanks to younger, cooler challenger banks like Monzo and Starling that were on their tail.

Recent examples of this tonal shift include Natwest's introduction of Bó, the millennial digital banking service, and First Direct's new branding focused on financial wellbeing.

In this regard, Virgin Money is revealing its new brand identity resulting from its merger with CYBG plc, which consists of products and services from Clydesdale Bank, Yorkshire Bank and B.

Virgin Money reached out to Luke Powell, Jody Hudson-Powell, and Domenic Lippa of Pentagram to create a new look to match their new offering to be part of Virgin.

The new identity is intended to clearly divert the brand from the often faceless corporate look that many financial services companies prefer and to reflect a customer-centric approach to banking.

The design team created a bespoke mono-linear word mark using the broader Virgin Money font family built from this geometric logo.

The Virgin Money [M] and its distinctive bow are an essential feature of the word mark. A stacked version of the logo is used for applications where users are already familiar with the brand, e.g. B. in shops, on bank cards or when communicating with existing customers.

A bespoke font was created by Luke Prowse and includes two different weights, Virgin Money Sans and Virgin Money Loop, to allow the brand to customize their visual tone.

"The overall construction is a balance of geometric curves, nuanced humanistic shapes, and hard edges and angles, creating a visual shape that hints at the functional and pragmatic side of Virgin Money while embodying the human-centered approach," says Pentagram.

The instantly recognizable Virgin Red is used as the brand's primary color alongside a secondary color palette of bright blue, purple and white.

Pentagram has also developed a stand-alone and more sophisticated visual language for its sub-brand Virgin Money Business in business banking. It features a reduced use of the looped font, a lighter version of the Virgin Money pattern, and an optimized color palette of charcoal and light lime.