Australia and New Zealand Banking Group (ANZ) has launched its new brand identity to support its regional strategy and set an aspiration to develop it as a people-focused bank. ANZ’s new look consists of a modernized, simplified ANZ word-mark and a new symbol to give customers, staff and the community throughout the region a way to recognise and connect with ANZ including countries where non-English characters are used.
The bank has said that the central human shape represents bank’s customers, people and the three shapes signify ANZ’s three key geographies which are Australia, New Zealand and Asia Pacific. The bank has added that the new branding will be progressively rolled out over the next 12 to 24 months on buildings, online, corporate stationary, marketing and advertising in Australia and Asia Pacific. In New Zealand, the new ANZ brand will be progressively rolled out from February 2010 while retaining The National Bank of New Zealand brand.
Mike Smith, CEO of ANZ, said: “ANZ is increasingly a regional bank operating in 32 countries and speaking 19 different languages. A strong, unified brand across all our geographies is an important part of our future growth. Today, 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.
“Our new symbol, the advertising campaign that we’ll launch on October 31, and the rebranding 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.”
