Allica Bank Unveils New Brand Identity Amid Growth Push
Allica Bank, a digital lender focused on established small and medium-sized enterprises (SMEs), has introduced a new visual identity featuring an orange bowler hat logo as part of its strategic growth initiative.
The rebranding comes five years after the bank's first loan and follows its recognition in multiple industry rankings including The Sunday Times 100, the Sifted 250, and the Deloitte UK Technology Fast 50.
The bank has replaced its previous shield emblem with an orange bowler hat, which it states represents the combination of traditional relationship banking with technological capabilities. The visual overhaul includes a refreshed colour palette and website redesign.
Market positioning
Allica Bank positions itself as the only UK bank dedicated to serving established businesses with 5-250 employees. The bank reported £4bn (US$5bn) in customer deposits and £3bn (US$3.8bn) in lending to established businesses as of December 2024.
The bank operates from offices in London, Milton Keynes and Manchester, employing more than 680 staff.
The rebrand forms part of Allica's strategy to gain 10% market share in the established SME business banking market within five years.
Relationship banking focus
The bank's core proposition centres on providing dedicated relationship managers to business account customers at a time when high street banks are reducing branch networks and relationship management services.
Allica is expanding its relationship manager network with 30 additional roles across the UK.
Chloe Fenton, Head of Marketing at Allica Bank, says: “As a business, we're motivated by our mission to support UK's established businesses in a way that no other bank can.
“By refreshing our brand identity and bringing the orange bowler hat into our logo, we hope this will help us reach an even wider pool of business owners that would benefit from a more rewarding and powerful banking partner.”
Fenton notes that the bank doubled its brand awareness in 2024 and identified that refreshing the brand identity and website was necessary to maintain growth momentum in 2025.
Technology integration
Allica's approach combines relationship banking with technological tools designed to strengthen customer connections. The bank offers a business current account that provides cashback and savings interest to customers.
The orange bowler hat was initially introduced during a marketing campaign in summer 2023 before being adopted as the core brand identity following positive reception from customers and partners.
Richard Davies, Allica Bank's CEO, says: “Established businesses are the engine of the UK's economy, contributing a third of employment and GDP. But they've been let down by the big banks with an impersonal service, legacy technology and poor value.”
“At Allica, we think established businesses deserve better, and our growth to date suggests business owners think the same.
“Our new brand identity and logo reflect that Allica is doubling down on our commitment to giving our customers access to the tailored expertise and support that they are missing, alongside making their banking rewarding and powerful in a way it has never been before,” says Richard.
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