Is the First Direct branding losing its bold simplicity?

 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. 

Virgin Money Branding

 I am not a customer of Virgin Money i.e. I do not bank with them, so I have no direct experience of the Virgin Money brand, but I am aware of their visual branding. The curly 'M' in the word 'money' and the Virgin logo replacing the 'o' in money. I think this works well as a sub brand of the Virgin parent brand. Virgin's purpose is to "change business for good" and an emphasis can be made on the word 'good' to be both forever and for the greater good. Virgin Money merged with Clydesdale Bank in 2019 and Virgin Money is now a trading name of Clydesdale Bank plc. The Curvy 'M' in the name makes for a quirky logotype and I think it carries off the message of the person who does business differently. Overall I think this is the strongest brand in the Virgin stable of brands and I believe it has the potential to be everlasting.