Commonwealth Bank refreshes iconic diamond logo alongside new brand campaign
Commonwealth Bank has a new logo for the first time in almost thirty years, with a refreshed all-yellow diamond replacing the yellow and black logo.
CBA said the logo refresh comes as part of a larger brand identity change and strategy transformation, and has been unveiled alongside a new brand campaign by M&C Saatchi and Re Agency.
Commonwealth Bank CMO Monique Macleod said the brand update came as a result of “working to put the needs of our customers front and centre.
“With the work, we are doing to reinvent the organisation around a new strategy and values, now is the right time to refresh the iconic diamond, making it lighter, brighter and more dynamic, and inject new meaning into the Can platform.”
In light of the ongoing coronavirus pandemic, the new logo aims to be a “symbol of optimism for the future”, Macleod said,” as well as something “that represents the work we’ve done to be better, the work we still have to do, and the brighter future we are committed to helping Australia achieve.”
CBA Chief Marketing Officer Monique Macleod
The iconic yellow diamond is only Commbank’s fourth distinct logo in its 110-year history. Its first logo in 1911 heavily featured the Australian coat of arms, before the first update to the blue logo came in the 1950s.
In 1960 came ‘The Corporation Logo’, before the yellow diamond was created in 1991 when Commonwealth Bank went private.
The brand campaign has rolled out with 60, 30, and 15 second film OOH, press in major publications, and social. The campaign features an instrumental version of ‘Lanterns’ by Australian rock band Birds of Tokyo.
M&C Saatchi chief creative office Cam Blackley said they worked to show the “resilience” and “can do” attitude of Australians.
“In the early parts of creative development, we spoke directly with customers and frontline staff, and we heard over and over again about that shared resilience, the ‘can do’ attitude and positivity that Aussies have always shown,” Blackley said.
“We wanted to create a campaign that celebrates and showcases the achievements and attributes of these people, on television, in print, on outdoor sites and social media.”
CREDITS
CommBank
Monique Macleod – Chief Marketing Officer
Di Everett – General Manager, Brand and Social
Tamisine Heath – Executive Manager, Brand and Social
Caroline Millar – Senior Marketing Manager
Katreena Tysen – Executive Manager, Brand Strategy
Zoe Bruce – Senior Manager, Brand Strategy
M&C Saatchi Sydney
Chief Creative Officer – Cam Blackley
Executive Creative Director – Mandie van der Merwe
Executive Creative Director – Avish Gordhan
Group Creative Director – Andy Flemming
Senior Art Director – Rosita Rawnsley-Mason
Senior Copywriter – Allie Steel
Art Director – Nicole Yeoman
Copywriter – Avi Azouz
Art Director – Jackson Elliot
Senior Strategy Director – Bronwyn Galvin
Social Strategy Director – Emma Parsons
Managing Partner – Amanda Quested
Group Account Director – Kyle Abshoff
Senior Account Director – Tori Davis
Senior Account Manager – Portia Sunde
Production Director – Rachel Strobridge
Head of Broadcast – Loren August
Senior TV Producer – Christina Wilmot
Associate Executive Producer – Henry Welch
Director of Communications, M&C Saatchi Sport & Entertainment – Krystyna Frassetto
Visual Identity via Re Agency
Andy Thomas – ECD
Shannon Bell – Creative Director
Dan Flynn – Creative Director
Nicole Bon de Veire – Designer Director
Caroline Gilroy – Designer Director
Toby MGrath – Design Director
Jane Duru – Copy Director
Sumita Maharaj – Senior Designer
Sionen Adijains – Senior Designer
Mark Williams – Senior Finished Artist
Michelle Mondel – Designer
Judy McLaughlan – Senor Guidelines Designer
Jacqui Holloran – Senior Designer
Harry Tuckwell- Designer
Sarah Burling – Client Services Director
Annabelle Barnum – Group Account Director
Brigitte Harbrow – Account Director
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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