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Woke up this morning to see the news of the ANZ rebranding and the rollout of the new logo which was announced a few months back. I take an interest in the decisions that lead to a company rebranding or repositioning themselves, and also the followup once they decide to go through with it.

So, the OLD (top) and NEW (bottom) logos

ANZ logo new and old

The idea behind the rebranding was explained in a nutshell by chief executive Mike Smith:

“In recent years, the ANZ brand has become fragmented,” Mr Smith said.

“To deliver on its growth strategy and regional aspirations, ANZ has to look like one bank and provide a consistent experience for our customers and our people wherever they come into contact with the bank.”

Good intentions, but will this actually work? I get the feeling it’s heavily focused on their plans to make inroads into the Asian market. The logo has been influenced by a lotus flower.

Firstly there has been a backlash of iSnack 2.0 proportions, with many people drawing similarities to that marketing failure. I’ve yet to see more than a handful of comments today indicating this is a successful logo. The logo is supposed to represent both a human living in the customers world, as well as the three areas of focus (Australia, New Zealand and Asia-Pacific).

Personally I find the font a little bit off-putting, and much prefer the original. The logo design itself I was ok with, until someone pointed out what it looks like upside down. I would think a bank’s logo is seen upside down quite a lot on teller desks and everywhere someone has a letterhead from the bank.

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Kinda creeps me out. What’s your take on the new logo? I’ve seen a lot of designers that could communicate their intentions in a better way. It just looks half finished to me (even though they spent 18 months deciding on it). The font appears mismatched from the logo itself, and the spacing between the letters feels wrong. I’m not sure why they left the horizontal line through the letters, I guess as a shout out to their old logo, but I’m not sure how that contributes to the overall rounded feel of the new logo.

What does everyone else think?