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Reading: M&C Saatchi Helps CommBank Ditch The Black In First Logo Refresh In 30 Years
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B&T > Media > M&C Saatchi Helps CommBank Ditch The Black In First Logo Refresh In 30 Years
Media

M&C Saatchi Helps CommBank Ditch The Black In First Logo Refresh In 30 Years

Staff Writers
Published on: 12th October 2020 at 11:17 AM
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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.

https://www.youtube.com/watch?v=1BgL2AdstPk&feature=emb_title

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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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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