Business bank Tyro reveals new brand identity created by Hulsbosch
Australian business-only bank, Tyro, has launched its new brand identity created by branding agency Hulsbosch.
According to the agency, the new visual identity “illustrates how Tyro ignites businesses in its role as trusted partner to customers, delivering them a better banking experience to enable them to focus and ultimately succeed”.
Tyro’s new brand identity as designed by Hulsbosch
The new brand also includes the introduction of the tagline ‘Better business banking’.
Jaid Hulsbosch, director of Hulsbosch, said in a statement: “Partners you can trust to help in business are prized relationships. This is the role Tyro has consistently played over the years and what we discovered is the essence of what makes their banking better.
“The visual identity created by Hulsbosch is based on this idea of Tyro taking care of banking and payments to enable the business owner to focus on growing their core business. Partnership is also inherent here and our creative focus for their unique, refreshed brand.”
Robbie Cooke, chief executive officer, Tyro Payments said: “The rebrand is a significant milestone as we continue to innovate our business banking offering and build on our existing payments, banking and lending solutions.
“Understanding the needs of Australian businesses has been the foundation of our business and its growth over the past 16 years; and the ‘Better business banking’ tagline reinforces our commitment to deliver innovative products which cater to the needs of our merchants.”
Credits
Hans Hulsbosch, Executive Creative Director
Benni Weller, Creative Director
Rohan Cain, Associate Design Designer
Jaid Hulsbosch, Director
Carolyn Pitt, Head of Account Management
Kelly Eastcott, Senior Account Director
Their old logo was hideous. Whoever was responsible for that should be ashamed. Nice upgrade.
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Great thinking behind the brand identity. Lovely visual representation.
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Q1. Why, when there is so little content in this release that it’s barely possible to form a judgement on the work, are the two commenters above so keen to say positive things? All we’ve got to look at is a fairly uneventful logo and some abominable brand waffle. Did these people really arrive here, read this article, then feel sufficiently inspired to go off and do further investigations on the new identity, then return to write their 2-3 line comments? Or do they have some other source of insight to call on?
Q2. Why are the names of the commenters both written the same way, unlike 99% of other commenter names on Mumbrella i.e. with a full stop at the end of their names? I note that both comments are also written in the same way – short, perfunctory sentences with no set up or context that are broken up by only one kind of punctuation mark – the full stop.
Pretty fishy.
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Interesting how both commenters above spelled their names with a full stop. I’ve not seen much of this on Mumbrella (and I’ve scanned a few threads to check this out) so to see ‘two people’ turn up like this twice in the space of one post is mighty intriguing.
Interesting too how they are so quick to praise this work when all I can see is a simple logo design supported by some brand waffle.
Hmm.
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The brand line is very inspiring and different as well.
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Wow, another commenter spells their name with a full stop as well!?
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Just observing that the logo is nice.
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Darn you ‘The Observer’. I’ll have to re-programme myself,
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What nice shapes. What lovely colours. And what a pleasing tagline.
Wait. A thousand pardons. It seems I’ve inadvertently slipped into the saccharine patois I usually reserve for judging sloppy finger paintings produced by my 4 year old.
Let’s get down to brass tacks. Nobody really cares about this logo or brand, other than the Hulsbosch desperados posting comments above, and some bankers. And besides, Tyro’s branding should be judged on many other things beyond nice (the jury’s out) isolated graphics. Such as; does it connect with the target audience in a new or interesting way, or does it provide a new creative platform for communication and customer experiences? I could go on. One cursory look at the Tyro website and everything falls apart. Shockingly ill-conceived user experience and content. And shonky UI design to boot. What’s the point of rebranding if you don’t do it properly? Woeful.
This once again proves old-school branding agencies are out of touch. I wish they would keep their post-rationalised twaddle and celebratory spruiking to themselves.
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Ok, I’m on board. This is the greatest thing I’ve ever seen.
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Anyone else think the O looks like it needs some Imodium…
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