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Yorkshire widens loan range with rebranding

Yorkshire Building Society is set to revamp its image and product range as part of a major rebranding exercise.

The UK&#39s third-biggest building society is adopting a new logo and overhauling its 131 branches after spending a year researching public expectations from a modern mutual in terms of image and service.

Yorkshire is expanding its range to include equity-release and sub-prime products in an effort to win customers it would previously have been forced to turn away.

But the society says it also aims to attract the younger end of the market by refreshing a brand image which has remained unchanged since 1982 when Yorkshire first began trading under its existing name.

It is running a series of staff roadshows throughout May to promote the move to employees, starring a troupe of dancing girls and Angela Rippon.

Corporate affairs manager David Holmes says: “This is one of the most important things the society has done for the last 20 years. We are really trying to prove to customers that we are with them 100 per cent.”

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