A NEW and sharper image was unveiled by Clydesdale Bank yesterday,

along with the launch of a campaign making a determined effort to become

more ''user friendly'' towards customers. The next move could well be a

significant acquisition, with at least one building society having

admitted to a preliminary discussion.

At a glance the new logo looks familiar but, as BP showed recently,

the ploy is to preserve identity while making subtle changes. In this

case the result pays homage to owners National Australia, with smart red

flashes on a dark grey -blue background.

As chief executive, Mr Richard Cole-Hamilton, put it: ''The new style

reflects more accurately the bank as it is now -- a vigorous,

forward-looking and dynamic organisation.''

But Mr Ritchie Robertson, general manager of retail banking,

emphasised that the new image was more than a change of colour. His

immediate concern is to make the bank more ''user friendly'' through the

launch of a staff training programme geared to improving customer care.

Pointing to the increasing competition in financial services, Mr

Robertson's message to staff emphasises that it means fighting

increasingly hard to win business and improve market share.

''Banks are having to reappraise their delivery methods and we have

seen them move towards the concept of retailing,'' he stresses.

The same message was delivered by Mr Douglas Corner, general manager

marketing, who said that the new look would coincide with the beginning

of a heightened advertising profile and introduction of a training

programme for staff in customer service, as part of several initiatives

being taken by Clydesdale towards a very healthy future.

Changing to the new corporate design is a major operation, with most

signs scheduled to be replaced during the bank holiday weekend at the

end of May, when 20 key centres will also be given the full treatment.