ANZ has launched a new brand identity and positioning to support its super regional strategy. 

The look follows 18 months of research and consists of a modernised, simplified ANZ word-mark and new symbol.
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, Asia and the Pacific.

According to the bank, the central human shape of the new logo represents ANZ’s customers and people and the three shapes signify ANZ’s three key geographies - Australia, New Zealand and Asia Pacific.

ANZ Chief Executive Officer, Mike Smith, said ANZ was increasingly becoming a regional bank, operating in 32 countries and a strong, unified brand across all geographies was needed.

“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," Smith said.

“The inconvenient truth for bankers is that many people don’t believe banks care about them as people or appreciate how complex their lives have become.

“Both retail and business customers throughout the region overwhelmingly said the new positioning ‘we live in your world’’ expressed what they wanted from us."

ANZ has said it will also extend branch hours in the lead up to Christmas including late nights and Saturdays in major shopping centres.