Since 2016, Arbuthnot Latham has transformed from a private bank into a full-service proposition.
This combines private and commercial banking, wealth planning, investment management and specialist finance businesses.
As a result, the bank has reported it is now five times bigger than it was five years ago.
While the bank’s iconic peacock remains a central feature of its branding, the logo and visual identity are being refreshed to better reflect Arbuthnot Latham as it is today.
As part of the brand evolution, the bank is also adopting a central message to reflect its approach: “always there for you”, and is relaunching its client-facing website.
Andrew Salmon, chief executive officer at Arbuthnot Latham & Co., said: “Arbuthnot’s longevity and the consistency with which it has applied its principles since its founding over two centuries ago are core to its appeal to clients — both private and commercial.
“But we are also defined by our entrepreneurialism, and this is something we share with our clients and which they value too.
“If a bank is to remain successful and relevant in an ever-changing competitive landscape, it cannot stand still.”
The launch of Arbuthnot Commercial was followed by the acquisition of Renaissance Asset Finance in 2017 and, in 2018, the launch of Arbuthnot Commercial Asset Based Lending.
Arbuthnot Specialist Finance, which provides short-term secured lending solutions to professional and entrepreneurial property investors, began lending in 2019.
The group has also expanded its geographic footprint in recent years, and how has offices in Exeter, Manchester, Bristol, London and Dubai.
In addition, Arbuthnot Latham has been investing in technology to allow it to better meet client need.
This investment and expansion of Arbuthnot Latham’s proposition is said to have delivered “significant growth”, with it now holding £2.2bn of deposits, £1.6bn of loan balances, and £1.1bn of assets under management.
Arbuthnot revealed that the evolution of the brand is an opportunity to mark this transformation, while equipping the bank with a refreshed visual identity to support its continued growth and development.
“Today’s Arbuthnot Latham is capable of serving a wider variety of clients in a multiplicity of new ways, all supported by the right technology,” added Andrew.
“The evolution of the brand acknowledges this progress but without departing from the values and the heritage for which we are known.”
Virginie Dafforn-Gorgemans, head of marketing at Arbuthnot Latham & Co., commented: “Evolving a brand without departing from the core elements which have made it successful is not always straightforward.
“We believe we have created a concept that will resonate with all of those who engage with Arbuthnot Latham.
“We have had brilliant support from our agency Whitespace in building an incredible website with a range of new functionality.
“We also worked with Wellcom who helped create our new visual concept.
“You will see our distinctive peacock motif wherever you find the Arbuthnot Latham brand — it could be on the sail which powers a boat, or a child’s tent that provides protection — because it conveys the many advantages Arbuthnot Latham delivers to its clients.”
Leave a comment