The design of the National Savings brand was designed to reflect an integrated, modern business with strong core values. The name

was developed to attract serious investors with sophisticated products and demonstrate

a potential for growth. It also had to appeal

to the general public and appear friendly, and approachable. Everyday objects were created as product icons to reinforce NS&I's familiarity

and straight-forwardness.

A management system was created to give the brand a consistent and appealing look and feel across all it's applications.