ANZ spends $15 million on new logo

By Stuart Fagg, ninemsn Money

The new logo, at right, features a 'modernised' font and a central 'human' shape that "represents ANZ’s customers and people" flanked by three shapes that signify the bank's operations in Australia, New Zealand and Asia-Pacific.

The new logo will be launched in an advertising campaign from Sunday and ANZ buildings, websites, stationery and marketing material will be re-branded in the coming year at a cost of $15 million.

Have your say on the $15 million logo

The bank would not confirm the design costs of the new logo to ninemsn.

ANZ said the logo and 'we live in your world' strapline had been chosen after 18 months of research and consultation with customers and staff.

"Both retail and business customers throughout the region overwhelmingly said the new positioning 'we live in your world' expressed what they wanted from us," Mike Smith, ANZ's CEO said.

"Our new symbol, the advertising campaign that we’ll launch on Sunday and the re-branding of our offices and branches reflects ANZ today and our commitment to continue to change the way we do things by understanding what is going on in our customers’ world and making banking more convenient and less complex."

The new logo replaces ANZ NOW as the bank's brand, reflecting its expansion into Asia and the need for a recognizable image in countries where non-English characters are used, the bank said.

Supermarket giant Woolworths was recently challenged by Apple of its new ‘W’ logo, which the technology giant believes resembles its own. Apple lodged an objection against the logo after reportedly fearing Woolworths could move into selling electrical goods