Shepherds Friendly has unveiled new branding.

As part of the rebrand, the society has unveiled a new logo and strapline; ‘straightforward personal finance’.

In addition, it has developed new marketing materials and an updated website for advisers and members with a revamped visual identity.

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The rebrand comes after Shepherds Friendly reviewed over 2,000 pieces of member feedback from reviews and focus groups.

Through this research, the key theme of simplicity emerged and is integral to the new brand.

Ann-Marie O’Dea, chief executive at Shepherds Friendly, said: “We have a long heritage and yet we have a thoroughly modern and ethical approach to serving our members.

“We’ve chosen to focus on simplicity because that was a recurring theme when members told us what they liked about Shepherds Friendly.

“Members said that the way we keep things simple was a real positive.

“So, we’ve listened to them and have given this idea centre stage by making simplicity our new promise to members.”