Branding: when myth turns to meh and back again via a “glow-up”

Back in the mists of time (well, 2005), a legend was born.

Clad in Lincoln green.

Tales were told by the fireside of branding initiatives, experiences and doubtless…the sacred language of “best practice” was invoked in hushed tones.

And lo…Nottingham City Council did outlaw the Prince of Thieves and brought forth a new icon.

A symbol of modernity, ambition and errrr…ClipArt.

The wonky “N” logo conceived in the darkening eye of a brainstorm – later identified as a “thought shower” –  and was brought forth and heralded from the battlements of Nottingham Castle (see ornamental garden terrace)..

Out went the myth, in came the meh.

History veils the exact amount that was spent on this exercise, with some reports saying not a coin was spent from the treasury and others suggesting over £125,000!

It didn’t go well.

By 2008, Robin was back, with deputy city leader Graham Chapman observing;

 “I don’t think it’s ever gone down that well.

“Robin Hood is a far more powerful brand internationally. People are far more attracted to Robin Hood than a slanty ‘N’.

“A Chinese delegation came over a few weeks ago and the thing they knew about was Robin Hood.

“We gave them some cufflinks with the ‘N’ on and we had to explain to them that it was not a ‘Z’.”

Given this tale, one can imagine the conversation when Nottingham Building Society decided to give their logo a tweak…

Or can you?

They just made the “bold” decision to drop Robin Hood himself from their logo as part of a rebranding initiative. Robin, the beloved figure who once symbolised Nottingham’s heritage and the society’s values of helping the “common folk,” was fully retired from the branding—no bows, no feathered hats, and no references to Sherwood Forest.

The new logo is an updated green (not Lincoln) icon without any direct nod to the legendary outlaw. Nottingham Building Society stated the rebrand aims to reflect “financial inclusivity” and appeal to a broader, modern audience

By way of extra explanation on its website, the building society notes:

“We’ve mixed our rich history with a modern twist. We want to reflect society as it is today. For us, that means championing inclusivity and celebrating financial diversity. Consider it a glow-up, but for a building society, changing to make sure we’re fresh and relevant for current and future members.”

Unsurprisingly, the change has sparked significant backlash, with many lamenting the loss of a recognisable and iconic symbol and some (Daily Mail) even accusing the society of bowing to “woke culture,” saying that Robin Hood embodied values of fairness and community support that resonate deeply with Nottingham.

Even Nottingham’s current Robin, actor and writer Ade Andrew who has embodied the legendary hero delighting tourists from all around the world and locals alike for 31 years, has pitched into the argument and said on social media

“How many clichés can you fit in one statement? Sad day when old school Nottingham company with ethos of family, tradition and building a better future changes iconic logo to nonsensical, ridiculous child’s scribble.”

But is it “nonsensical”?

Surely the team behind this could see this coming? Maybe they even WANTED IT!?

Look at the narrative.

A PR twist that’s perfect for the books—a historic character beloved for his rebellious generosity, now retired in favour of a sleek, contemporary logo.

Yet even in his absence, Robin’s legend has fueled Nottingham Building Society’s publicity more than ever.

Right now, the building society is more relevant and discussed than ever before.

Has a new legend been born?

PS it is NOT like when they replaced Micahel Pread with Jason Connery. If you know, you know!

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