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Following a tumultuous few years, West Bromwich Building Society has embarked on a £5 million rebrand with a new name and a new identity.

Now trading as 'the West Brom', the UK's sixth largest building society launched its distinctive new green and purple look at its Handsworth branch in Birmingham, which was also refurbished. The branch now has a welcome desk to direct customers to appropriate advisers, more space for consultations and a browser wall with product literature.

The new look will be rolled out across the society's branch network, which will also be upgraded over the next 18 months.

Chief executive Robert Sharpe said: 'This radical change of image represents an exciting new era for the West Brom, with a revitalised brand and fully refurbished branch network that members, staff and local communities can be extremely proud of. Our new identity retains the symbol of the tree with its connotations of strength, resilience and growth, while in branches the emphasis is very much on making members feel welcome and valued'. 

The building society was brought to its knees last year, and was bailed out in a £182.5 million debt-for-shares swap with the Financial Services Authority after a £48.8 million loss. With the resignation of former chairman Brian Woods-Scawen, the society went 'Back to Basics' under the stewardship of Sharpe. 

The announcement follows a statement last week that the society attracted 21,000 new members and cut losses by half in the last 18 months.

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