ANZ rolls out new brand and logo
ANZ Banking Group Ltd (ANZ) has embarked on a $15 million rebrand, starting with a revamp of its logo.
According to the lender, the new brand and logo, which includes the image of a human figure, was designed to connect with its customer base.
The strap-line of the brand will be: “We live in your world”.
ANZ will begin selling the new brand on Sunday through a wide-ranging television, billboard and newspaper advertising campaign in Australia, New Zealand and Asia.
Commenting on the rebrand, ANZ chief executive Mike Smith said: “Our new symbol, the advertising campaign that we’ll launch on Sunday and the re-branding of our offices and branches reflects ANZ today and our commitment to continue to change the way we do things by understanding what is going on in our customers’ world and making banking more convenient and less complex,”
The new brand identity and positioning follows 18 months of detailed research involving more than 1,300 customers and 250 staff in Australia, New Zealand and Asia Pacific.
What do you think of the new logo?
I’m not quite sure what to make of it. Is it a flower, a gingerbread man, a person in a chair? (this is my best one) a paw with a chunk taken out.. hmm the list could go on. I’m not sure how I feel about it.. and what it is adding to the brand, but maybe change is good?
What the? It looks like a baby doing a star jump in front of a blue man…
One logo\’s as good as another. Let\’s see what they do to REALLY rebrand the business
No wonder they’re changing the logo. After the scandal of the frozen funds affair, which showed that no one at ANZ had the slightest idea what a CDO is, or of the risks involved, they have to try something. Of course, the frozen funds did not touch Australians (for taxation reasons: bad luck, you guys). If anyone is mystified (and interested), a bit of googling will tell you what this is all about.
A few minutes of surfing for “collateralized debt obligations” will also amount to more due diligence on CDOs than the ANZ or their accomplices, ING New Zealand, ever did.
Danielle from Sydney
“What the? It looks like a baby doing a star jump in front of a blue man…”
exactly, What the hell are you talking about? you have quiet the imagination..
Same here, I’m somewhat confused what to make of the logo but still, I commend them for unveiling it. Change is good right.
Adam from Melbourne
definitely still see a baby doing a star jump in front of a blue man… and yes… I make a living off my imagination
Would love to know how good your company’s logo is…. what is all this negativity for in regards to a logo change? Being in the creative industries, it always amazes me how everyone prefers a dumbed down version of everything. Go a bit abstract, it might expand your imagination.