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?
