250 Bishopsgate, one of Bishopsgate’s most iconic buildings and home to RBS in London since 2007, has been rebranded from RBS to NatWest.
This change marks the bank’s continuing implementation of the branding strategy announced last year, which is about refocusing the strong customer brands back on their core markets in the UK and Ireland. This means NatWest in England and Wales, Ulster Bank in Ireland and the Royal Bank of Scotland in Scotland.
David Wheldon, Chief Marketing Officer for RBS, said: “This is an exciting and important milestone for the bank as we continue the transition to a bank focused on our home markets in the UK & Ireland. Investing in our great customer brands, NatWest and the Royal Bank of Scotland, is at heart of our strategy which will help us rebuild pride and trust. This has been seen over the past year through NatWest’s ‘We Are What We Do’ campaign and now we have a very public symbol demonstrating NatWest’s position as our primary brand in England and Wales.
“The rebranding of 250 Bishopsgate is the first step in a wider programme to ensure that our key buildings better reflect the brands through which our customers are most likely to know and deal with, in that location.”
Later this month, the bank’s office at 280 Bishopsgate will be re-branded NatWest and the bank’s Gogarburn headquarters in Edinburgh will change from RBS to the Royal Bank of Scotland.