To help B deliver on its promise, we created a brand with the customer at its heart. This needed to be radically different from the existing banking system that is defined by institutions, built on tradition and complexity. B represents the customers rather than the corporate bank, making it about more than just banking – it’s an app that will integrate with your life.




The name B plays on the concept of freedom - to ‘be’ - as well as the more obvious ‘bank’. It captures the essence of the service as a tool for being in control of your money, being pioneering, being creative, being inspirational – being anything you want to be.