The ANZ bank has a new logo, multimillion-dollar
advertising campaign and brand relaunch ready to
begin in October 2009.

The M&C Saatchi-designed logo is meant to be a
"three-petalled lotus" that represents the "trinity"
of Australia, New Zealand and Asia, which are
ANZ's core markets. In the logo’s negative
space — in between the “lotusâ€� petals â
€” you can clearly make out the shape of a person
with uplifted arms. This represents the bank’s
customers and people,
which ANZ describes as the driving force behind its
business.

According to a survey last year, the bank's brand
did not resonate with women. Even the corporate
colour of blue was considered "too male" by some
respondents to the survey - thus the logic behind
the bank's high-profile sponsorship of netball and
the Australian Open tennis, and a flower for a logo.
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2009 LOGO TRENDS
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LOGOS: NEW ANZ LOGO
August 2009
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