Here’s a quick Q&A from our CEO Tracie Meadows diving into our new rebrand.
Why did you rebrand?
In short, because we’re growing, evolving and looking to the future – all while staying true to who we’ve always been.
Haven’t you always looked just fine?
We have, and we’re proud of our history. But the way people live, save, borrow and manage their finances has changed, and so has the world around us. We wanted our look and feel to better reflect the modern, forward‑looking Society we are today, while still feeling familiar and reassuring to our members.
Does this mean the Society is changing?
We’re still a mutual that puts people before profit, and our commitment to looking after our members is as strong as ever. What has changed is how we present ourselves: clearer, more confident and more consistent across our branches, communications and digital services.
What were you trying to achieve?
The rebrand helps us:
- Make it easier for members to recognise and connect with us
- Present a clear, confident identity in a competitive financial market
- Support improvements to our website and digital services
- Ensure Harpenden Building Society continues to thrive for generations to come
It’s about making sure we remain strong, relevant and trusted. Now and in the future.
Is this just about attracting new members?
Welcoming new members is important, but so is continuing to serve those who’ve been with us for many years. The refresh is designed to work for everyone, helping long‑standing members feel proud of their Society, while ensuring we remain appealing and accessible to people discovering us for the first time.
What’s actually changed?
You’ll notice updates to our logo, colours, fonts and the way we communicate. You’ll also see these changes within our branches, our website and our publications. While the look has evolved, the focus remains the same: clear information, friendly service and dependable financial support.
How does this benefit members?
A stronger, more recognisable brand helps us compete effectively, grow sustainably, and invest back into the Society. This supports our ability to offer good value products, improve services and continue serving our communities, all of which benefits our members.
Why do this now?
We believe this was the right moment. By investing in our brand today, we’re helping to ensure Harpenden Building Society remains secure, relevant and resilient in a changing financial world. It’s about planning ahead and protecting the Society our members rely on.
What does this say about the future?
This rebrand isn’t just a new look, it’s a statement of confidence. Confidence in our people, our values and our future. It’s one more way we’re laying strong foundations so we can continue supporting our members for many years to come.
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