New logo to cost ANZ A$15m

ANZ's new brand and logo go public today, a human shape that aims to counter the image that banks are impersonal and out of touch with their customers.

After undertaking a record amount of research - 1550 interviews in seven countries in three successive waves - the bank is ready to push the button on the new logo accompanied by the strapline: ''We live in your world''.

Advertising starting this weekend will promote ANZ as the ''people-shaped'' bank, said the group general manager of brand, Louise Eyres.

The new logo will be rolled out in New Zealand from February 2010. The bank is also retaining its The National Bank of New Zealand brand in New Zealand.

ANZ's research found that regardless of the type of customer or where they live (ANZ now operates in 32 countries), they are all juggling busy personal and business lives and look to their bank to help them out.

''They are all time poor, whether that's a mum in Vietnam or an institutional client in Auckland ... The idea [of simple and uncomplicated banking] is one that resonates with them,'' Ms Eyres said.

''The strategy's foundation has been based on customer research ... We've not assumed anything, and we've made sure that it would work in every country.''

The new logo will take 18 months to implement at a cost of $15 million and was created by the identity consultants Re, part of ANZ's ad agency M&C Saatchi. It replaces the line ANZ NOW, which is used in Australia only.

The revamp began to take shape in late 2007 after the CEO Mike Smith said the aim was to turn ANZ into a ''super regional bank''.

It quickly dawned on ANZ executives that there was a disconnect. ''Our brand was not a super regional brand,'' Ms Eyres said. The new marketing campaign would help ''re-energise'' ANZ's Australian image, she said.

After leading the big four banks in customer satisfaction, the competition was closing in on it.

- © Fairfax NZ News