One of the UK's well-known banks, Lloyds, has had a complete redesign as part of a rebranding, which starts with the iconic Black Horse logo and the company's website and reaches all the way to credit cards and uniforms.

Creative engagement agency Rufus Leonard worked with Lloyds, as well as other partners including digital agency RKRC/Y&R, Strategic 121 agency Proximity London and media agency MEC, to help redefine the company's brand by creating new brand positioning and identity, which launched today.

The brief behind the new branding was to combine Lloyds Bank's 250 years of heritage with a contemporary design. Gone is the green and blue gradient that provided a background for the Black Horse logo, and the font has been modernised, too.

Creative Director at Rufus Leonard James Ramsden has said: "We wanted to reflect the amazing heritage of Lloyds Bank, a brand that's been in our lives for generations. We modernised the iconic Black Horse for the digital age, sourced an enormous range of emotive imagery that reflects the reality of customers' lives and created a tone of voice that feels like 'a breath of fresh air.'"

The rebranding doesn't stop at the Black Horse, though. Rufus Leonard also redesigned the website, and also helped re-vamp the look of the Bank's branches with new fascias, uniforms and marketing and engagement materials, as well as debit and credit cards and stationary.