Since the bank First Direct started using a fingerprint-like image to accompany its logotype, I think it has lost some of its bold simplicity. Does this weaken their brand? Probably not. First Direct are always top of any survey for good customer service in the banking sector. As they have no branches and are only online, through an app or by telephone, then maybe they can focus more on providing a very good service. As a brand, I think First Direct is very strong.
For many years their branding and imagery used within their printed and online materials has been very simple and clear.
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