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‘This is embarrassing’: Halifax accused of copying rivals with rebrand

Halifax has been criticised for a rebrand concept that has more than a passing resemblance to its rivals.

The bank hired agency Rufus Leonard to redesign its mobile app but one of the early drafts showed a picture of a bank card with identifying numbers belonging to Monzo, the UK-based mobile-only bank.

Somehow it was seen by Monzo's chief executive Tom Blomfield, who posted a photo of it and tweeted: "Hey Halifax, it's great to see your updated brand identity, but it looks like you forgot to update couple of things.

"The card in the photo still displays the Monzo BIN [Bank Identification Number] (5355 22) and the name of one of our staff members…"

Hey @AskHalifaxBank ?
It's great to see your updated brand identity, but it looks like you forgot to update couple of things.
The card in the photo still displays the @monzo BIN (5355 22) and the name of one of our staff members… ? pic.twitter.com/Ykqvz3mPZU

— Tom Blomfield (@t_blom) 12 April 2019

Some Twitter users also noticed the "budget wheel" in the other picture bore a striking resemblance to one used by Starling Bank.

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And the budget “wheel” is from @StarlingBank too. They definetly started a while ago as the “My Account” interface is identical to the old one from Monzo. Luckily they already moved to a better one, this also shows how Halifax didn’t do much research to improve the UI and UX.

— John Biondini (@johnbiondini) 12 April 2019

In response, Rufus Leonard said in a tweet: "Well this is embarrassing. This is an early stage mock-up we proposed to Halifax but they rejected it.

"The new Halifax app design is coming soon."

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I moved from Halifax to Monzo last year. This is like watching your ex trying to win you back. Grim.

— Danielle Partis (@BruellaDeville) 12 April 2019

I’ve often wondered why big banks don’t offer more Monzo-like features. I didn’t think they’d actually just lift all of Monzo and put it in an app marked Halifax though… https://t.co/brBbjDkfta

— Brian Surgenor (@OhMyCrabcakes) 12 April 2019

A Halifax spokesperson said: "This is one of many early mock-ups of a potential redesign of the Halifax app, but one we're not going to use.

"We look forward to revealing our new look app soon.

"Halifax brand redesign is rolling out to customers throughout this year.

"Our design agency have apologised to us for the inadvertent release of one of their concept images, but we have told them 'no harm done'."

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