Post-AXA merger AMP unveils ‘spark’ logo in rebranding campaign

AMP's new logo

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”.

AMP's old logo

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.”


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