ANZ Rebrand

ANZ The cornerstone of the new ANZ global brand was a comprehensive and contemporary new brand identity and brand expression. The new brand identity, which included a new word mark and a symbol for the first time, provided another powerful way for staff, customers and the community to recognise and connect with ANZ (apart from ANZ blue) – particularly in regions where the name ANZ was not yet well recognised; or where non-English characters are used. The new brand expression “We Live In Your World” was developed to work on a number of levels: firstly, it clearly spoke to the ‘super-regional” aspirations of the bank’s strategy; and secondly, it delivered a clear promise to ANZ customers that the bank was committed to putting their needs first, and would do so in a truly empathetic way.

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