Halifax has taken another significant step to distance itself from its building society roots with the announcement that its lending division is ditching the Halifax 'X' logo.
But the high street bank will retain the 'X' identity.
The mortgage arm will now be known as HMSL – Halifax Mortgage Services Limited in full – which Halifax says will prevent consumer confusion.
The company will now trade under the name HMSL with a new logo depicting four roof tops to establish a separate identity from the high street bank.
HMSL is based in Cardiff and specialises in producing packaged mortgage products.
Halifax spokesperson Ian Beggs says: " The re-branding has come about to prevent confusion as to where HMSL fits in. We want to prevent confusion in the eye of the public by making it clear that we are a subsidiary of Halifax providing a very specialised service."
HMSL has been trading since February 1995 when Halifax bought BNP Mortgage Holdings Ltd.