Aldermore has introduced a new brand identity across its online platforms.

The firm believes it emphasises its place in British banking and increases the clarity and accessibility of information for the Bank’s customers.

The new brand identity attempts to reinforce Aldermore’s British heritage by using typically British imagery and taking inspiration from the UK’s landscapes in the Bank’s colour palette, which includes sunflower yellow, Cornish slate and racing green.

As part of this new brand identity, Aldermore has identified three brand pillars, which are exceptional service, total transparency and supporting communities, alongside its established brand values of being a reliable, expert, dynamic and straightforward bank.

Sharon Mandeville, Aldermore’s marketing director, said: “We’re building a straightforward, accessible bank that promises to work hard to understand our customers and provide financial solutions to meet their needs and our new clean, crisp design supports this.

“We shape what we offer around customer needs in order to provide banking as it should be.”