M&C Saatchi Helps CommBank Ditch The Black In First Logo Refresh In 30 Years
The iconic yellow and black diamond of the Commonwealth Bank is no more after the bank unveiled its new logo.
In its first logo change in almost 30 years, Australia’s biggest bank revealed it had ditched the black in favour of an all-yellow design.
“We have been working to put the needs of our customers front and centre,” said Commonwealth Bank CMO Monique Macleod.
“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.
“A symbol of optimism fit for the future and one 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.”
Alongside the refreshed logo, CommBank has also shared a new campaign, highlighting the stories of its customers.
Overseeing the campaign and new corporate identity has been M&C Saatchi and Re Agency.
M&C Saatchi Chief Creative Officer, Cam Blackley, said: “In the early parts of creative development, we spoke directly with customers and front-line staff and we heard over and over again about that shared resilience, the “can do” attitude and positivity that Aussies have always shown.
“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.”
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The campaign is very optimistic.
I do question… Why remove the black from the logo? What’s the rationale or new meaning?
Aesthetically it looks contemporary, but the reduced contrast makes it less recognisable from a distance or for someone with a vision impairment – a yellow box.
I could be wrong but I thought the original logo symbolised the southern cross (the points marking the stars and black as the night / space). With a deep Australian history.