Nottingham Building Society removed Robin Hood from its logo as part of a broader brand refresh announced in autumn 2024. The Society says it wanted a clearer identity as a building society and a brand that reflected members with different financial circumstances. Critics called the change “woke” and questioned the loss of a familiar local symbol, but the Society’s published explanation does not say that Robin Hood was removed because he offended people.
Why did Nottingham Building Society remove Robin Hood?
The Society presents the change as a brand strategy, not as a judgment about Robin Hood. Its refreshed identity changed the name presentation, logo, colours and tone of voice, and restored “Building Society” to its public-facing name. The Society said it wanted its brand to reflect “financial diversity” and people’s varied circumstances and ways of managing money. Its explanation of the new look describes the aim as “championing inclusivity and celebrating financial diversity.”
In its response to a member question at the 2026 AGM, the Society said research had pointed to the need for one clear brand that identified it as a building society, “rather than a person or icon.” It described the refresh as part of a wider transformation: presenting itself as a Nottingham-based, member-owned building society able to compete in a changing market. The Society also reported stronger local recognition in the East Midlands and improved awareness among brokers since the change; those are the Society’s reported outcomes, not independently measured results in the available sources. The Society’s 2026 AGM page includes its response.
Why was the rebrand called “woke”?
The “woke” description appeared in public and media criticism of the change; it is not the Society’s stated explanation. Contemporary coverage recorded negative reactions and the “inclusive” framing. LBC quoted former Conservative minister Alec Shelbrooke criticizing the decision as a poor business choice, while the Financial Services Forum described the Society as being accused of a “woke” rebrand. Those accounts establish that the criticism was made, not that it explains the Society’s motive or represents a measured public consensus. LBC’s report and the Financial Services Forum’s coverage discuss the reaction.
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There is a real tension between the two views: the Society says the new identity should make its business and purpose clearer, while critics see the removal of Robin Hood as a loss of local heritage and question whether it was a wise business decision. The Society itself acknowledged that people feel strong affection for Robin Hood and that he is a major part of Nottingham. Its stated distinction is that Robin Hood represents the city, while the Society wanted its own branding to identify the organisation as a building society.
Were members consulted or asked to vote?
At its 2025 AGM, the Society said it held focus groups over several months with existing savings and mortgage members and considered their views while developing its plans. That supports saying members took part in focus groups; it does not establish a member-wide vote, a formal approval process for the logo, or that all members agreed with the change. The 2025 AGM response describes the focus groups.
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When did the new branding appear?
The rollout was phased across digital channels and branches rather than completed everywhere at once. The Society announced the refresh in autumn 2024 and began applying it to its digital presence. Its 2025 interim report said the first branch with the new branding opened on Clumber Street in Nottingham in June 2025. The Society’s 2025 annual report said branch rebranding would continue in 2026, beginning with North Hykeham and Mansfield. The reviewed sources do not give a final completion date. The interim report and the 2025 annual report describe the rollout.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How much did the rebrand cost?
At its 2025 AGM, Nottingham Building Society said it had spent around £1 million implementing the new brand by that point. This is a reported spend at the time, not an independently audited lifetime total; the rollout was still continuing. In the same response, the Society cited £154 million in interest payments to saver customers in 2024 as context. The figures cover different categories and periods, so they are not a like-for-like comparison and do not, by themselves, prove that the rebrand was affordable. The Society’s AGM response provides both figures.
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