ANZ's new brand positioning and identity

Tuesday, 27 October 2009 00:58

ANZ has rebranded and launched a new brand identity and positioning in support of their new super regional strategy.

The look follows 18 months to develop and will be progressively rolled out over the next 12 to 24 months on buildings, online, corporate stationery, marketing and advertising in Australia, Asia and the Pacific.

According to ANZ, the central human shape of the new logo represents ANZ's customers and people while the three shapes signify ANZ's three key geographies - Australia, New Zealand and Asia Pacific.

ANZ CEO, Mike Smith, said ANZ was increasingly becoming a regional bank, operating in 32 countries and needed a strong, unified brand across all regional markets. As ANZ increasingly moves into Asian markets, where English is not universally recognised, a visual symbol was felt necessary.

"Our brand needs to reflect that no matter where our customers deal with us, we want to deliver one high standard of experience, based on understanding their world better than anyone else and working hard to make banking less complicated," Smith said.