Post-AXA merger AMP unveils ‘spark’ logo in rebranding campaign
AMP, the financial services group that merged with AXA Asia Pacific’s Australian and New Zealand businesses in March, has unveiled a new logo, which a focus group in pre-testing called the “AMP spark”.
The logo was designed to represent the merged company rather than a compromised blend of either company’s previous logos, the company explained in a statement.
The logo was designed by Landor Associates.
A follow-up rebrand campaign, created by Banjo, introduces the line ‘Own tomorrow’.
The company’s CEO Craig Dunn, said: “The new logo is a modern, highly differentiated identity for the new AMP, representing the promise, energy and dynamism of the merged company. The time is right – we are ready for this change.”
“Customers and consumers, employees, advisers and planners across AMP and AXA strongly support the new logo as a reflection of a contemporary AMP. Research conducted with advisers and planners along with employees indicated a real desire for a symbol of change to demonstrate our commitment to building the new AMP.”
The typography is just a bit bland, and the first thing my eye was drawn to was the muffler / rolling pin shape between the M and P…. the glyph is a bold move for a financial services company, as it looks chaotic and a little off-kilter. Interesting.
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Yes in that respect they seem to be following anz’s lead. Does 2 make a trend?
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They should have hired Hulsboch (or however you spell his name)…
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Looks like the same font that RMIT uses.
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I agree with Tom!
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Definitely different for finance, they get points there. But perhaps the illustration of the “spark” is a little cartoonish.
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The logo looks messy and confused – not a good profile for someone managing my finances!
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Chaos…so now my super is with a chaotic company.
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I quite like it unlike that horrendous ANZ thing.
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Wow, I love it, this is so good and refreshing; almost addictive.
Congratulations, I am sure this will hit the mark.
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Telecom NZ has also recently done something similar http://www.telecom.co.nz
Seems a little weak to me. Like something a student would have created. If I didn’t know they were insurance – i’d say it’s a power company logo.
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But the video is impressive and like how the ‘spark’ evolves. But on paper as a printed logo – not so impressive.
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This is stunning stuff… I saw it for the first time on TV last night.. Just beautiful. Totally worth buying 90sec of media to tell a story. Great impact from the couch. I watched it 3 times this morning when I got into work… Well done..
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I think the TVC is great, but the new logo makes me think commonweath or olympic games for some reason.
It’s a doodle they should have stopped doodling half way through.
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When I saw this logo I couldn’t stop thinking that I had seen something like this before. Airlines/air safety/airports, something along those lines. Then I remembered, it’s an overdone ‘Sydney Airport’ logo.
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