ANZ’s new global brand identity has already had an airing in Indonesia, Australia and other parts of Asia. But we’ll have to wait a while for the external rollout in New Zealand (and the inevitable discussions about how good it is and how much it cost).
ANZ spokesperson Astrid Smeele says the new brand identity is currently being rolled out internally and will be slowly and cost effectively released externally over the next two years, starting in February (although the new branding can be seen on the ANZ buildings in Auckland and Wellington).
ANZ said in a press release that its new brand identity aimed to “support its super regional strategy and set an aspiration to develop ANZ as a people-focused, uncomplicated bank” (what, no confused patriotism?). So, after commissioning 18 months of research, the bank settled on the tagline ‘we live in your world’
According to Design Assembly, there are a couple of major changes:
“The reduction of ANZ word-mark lines from three to one – representing ‘One ANZ’. The line also represents the equator which runs through our region.
The addition of a new symbol to accompany the wordmark called ‘The Lotus’ which will represent ANZ in all our markets regardless of language. The three petals of the lotus represent the ANZ region, Australia, New Zealand and Asia
ANZ says the whole enterprise, from research, to design to implementation, will cost A$15 million.
The new TVC by M&C Saatchi is currently running in Australia (’tis very good, and on a similar tip to the recent Saatchi & Saatchi NZ Post campaign?) and, although Smeele was unsure whether the same ad would run in New Zealand next year, the inside word is yes.
Branding and design pundits at Under Consideration appear to be enamoured with the TVC, but certainly aren’t sold on the logo.
Is it inspired by the inappropriate logo devised for the Catholic Church’s Archdiocesan Youth Commission in the 1970s (check out some more inappropriate logos here)? Is it an alien being? Is it an Asian deity? Is it a gas mask? Is it a lotus? Is it a “white man with a large blue afro resting his arms on huge grapefruit slices?” Is it important? And will ANZ customers miss that “vintage patina” of the old stripey version?