ANZ launches new global brand

ANZ launched its new brand identity and positioning in an aim to set ANZ apart as people-focused, uncomplicated bank.

With a new positioning "We live in your world’’, the rebrand is spearheaded by a new ad campaign, created by M&C Saatchi, which includes a 60-second TVC, print, online and outdoor ads which will run internationally.

ANZ’s new look consists of a new ANZ word-mark and a new symbol/logo. The central human shape aims to represent ANZ’s customers and people and the three shapes represent ANZ’s three key geographies -- Australia, New Zealand and Asia Pacific.

ANZ chief executive officer Mike Smith 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."

The new branding will be rolled out over the next 12 to 24 months on buildings, online, corporate stationery, marketing and advertising in Australia, Asia and the Pacific.

The additional cost in 2010 for buildings, technology and marketing is approximately $15 million. In New Zealand, the new ANZ brand will be rolled out from February 2010 while retaining The National Bank of New Zealand brand.