Nottingham Building Society drops Robin Hood logo for 'inclusivity' reasons amid outcry
The firm has reportedly rebranded itself to 'reflect society as it is today' - but people are not impressed.
The Nottingham Building Society is facing a backlash after ditching its classic Robin Hood symbol in a modern rebrand aimed at fostering 'inclusivity'. The firm says the new branding - the logo is now a squiggle - aims to reflect its ambition to better represent 'society as it is today'.
But customers do not seem convinced, with some calling it a 'waste of money' or just a bad idea. The local newspaper editor Natalie Fahy blasted the move, saying: "Thank you for abandoning the city and the legend that made you what you are today. You had a chance to carry the message of our history to new customers but instead you’ve chosen to adopt a 'bold new tone of voice' - one that tries to distance itself from the city you’ve named yourselves after."
Posting to X, formerly Twitter, a spokesperson for the firm said: "We’re excited to introduce our new brand look, reflecting our commitment to inclusivity, progress and community. For 175+ years, we've supported unique financial journeys and now we’re evolving to better meet your needs. Welcome to a different kind of society!"
Its fresh logo showcases a new name, 'Nottingham Building Society', in bold black writing against the backdrop of a vibrant mint green palette. But it appears that X users aren't best pleased about the rebrand, with some even admitting they preferred the old logo, according to NottinghamshireLive.
We’re excited to introduce our new brand look, reflecting our commitment to inclusivity, progress and community. For 175+ years, we’ve supported unique financial journeys and now we’re evolving to better meet your needs. Welcome to a different kind of society! #FinancialDiversity pic.twitter.com/4FLOhKpIhO
— Nottingham Building Society (@nottinghambs) October 8, 2024
One wrote: "I preferred the old logo. Haven't you always been evolving over the last 175 years?" Another added: "Shocking rebrand, absolutely awful. Completely lacks any culture or identity."
Meanwhile, another user penned: "This logo is ridiculous. Means nothing about Nottingham or the building society. It doesn't stand out, doesn’t mean anything… waste of money in my eyes!"
Plenty of others are not impressed, too. Sir Alec Shelbrooke MP, a former Conservative minister, told The Telegraph: “There’s nothing more English than the story of Robin Hood – the classic folklore legend.
“In today’s global financial market, building societies remain popular because they’ve largely retained a connection to local people and their regions, so ditching Nottingham’s best-known figure doesn’t seem like a wise business decision.”
Brendan Clarke-Smith, a former MP and Nottingham councillor, added: “Robin Hood is an integral part of our history and replacing him with a squiggle is akin to cutting our heritage’s heart out with a spoon. Unlike our most famous outlaw, they appear to have completely missed the target with this one.”
"Walk in Robin Hood’s footsteps through the majestic Sherwood Forest to see his hideout the Major Oak, discover legendary tales of rebellion at Nottingham Castle or tour the town with the man himself before a pint of ale at the oldest inn in England."
Elaborating further, Nottingham Building Society said its change seeks to champion 'inclusivity' while 'celebrating financial diversity'. On its website, spokespeople add: "The trusted service you know and love. The friendly faces in our branches and the knowledgeable voice at the end of the phone. Mortgages and savings products that fit your needs, and our savings passbooks are here to stay too.
"Unlike banks, our members own our Society. In everything we do, we always have our members front of mind." It then continued: "We've mixed our rich history with a modern twist. We want to reflect society as it is today. For us, that means championing inclusivity and celebrating financial diversity. Consider it a glow-up, but for a building society, changing to make sure we're fresh and relevant for current and future members."
Reach has approached Nottingham Building Society for further comment. However, a spokesperson told The Telegraph: "We are incredibly proud of our roots and 175 years of history in Nottingham. We celebrate that, while recognising that people today have a much broader range of financial needs than ever before and it is important that we evolve to meet their needs."
