There is no paved way to design a brand for a central bank. An effective balance between technical and sensitive information, staff-led outputs, and engaging comms is hard to achieve and based on delicate internal dynamics. The Bank of England embraced a new way of communicating through the visual identity, developing the system together with the people who use it. The new identity for the Bank focuses on reaching a wider public with an accessible, relevant, structured, and distinctive approach. Those four key principles have been the drivers of the entire design process.