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

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



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.”

 

Please login with linkedin to comment

    Latest comments
  • Scott Nolan 3 days ago

    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.

CommBank Commonwealth Bank

Latest News

Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day
  • Advertising

Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day

Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]

How 2020’s Black Friday Will Be Like No Other
  • Opinion

How 2020’s Black Friday Will Be Like No Other

In this opinion piece, Shopify Plus APAC Director Shaun Broughton (pictured below) outlines the key consumer changes driven by the pandemic that marketers need to be aware of in their preparation for the upcoming online shopping season… Black Friday Cyber Monday (BFCM) usually marks a clearly planned, budgeted and resourced day in marketers’ calendars. While […]

Opinion

by B&T Magazine

B&T Magazine
Each Of Us Must Contribute Beyond Our Own Patch, Says Women in Media’s Bobbi Mahlab
  • Media

Each Of Us Must Contribute Beyond Our Own Patch, Says Women in Media’s Bobbi Mahlab

One of Australian media’s most distinguished professionals is calling on us to contribute to something bigger than ourselves. Why? Because we are happiest when we contribute to others. The Women in Media Awards, presented by Are Media, are just around the corner, with the cream of the media industry set to be recognised and celebrated for […]

by B&T Magazine

B&T Magazine
M&C Saatchi Promotes ECD Duo To Creative Directors To Lead Tourism Australia Business
  • Advertising

M&C Saatchi Promotes ECD Duo To Creative Directors To Lead Tourism Australia Business

M&C Saatchi Sydney has promoted David Govier and Rosita Rawnsley-Mason as joint Creative Directors. Together, the pair will lead the coveted and award-winning Tourism Australia business. The dual promotions signal the agency’s ongoing commitment to hiring and nurturing world-class talent to support it’s bench of iconic clients. “Dave and Rosita are absolute quality. They are […]

High-Profile US Journo Busted Masturbating On Zoom Call With Colleagues
  • Media

High-Profile US Journo Busted Masturbating On Zoom Call With Colleagues

A senior media commentator in the United States has been stood down, after masturbating on a Zoom call with colleagues. Jeffrey Toobin, who works as a legal commentator for both the New Yorker and CNN, made the transgression during a virtual election simulation with New Yorker staff. Toobin has since apologised for the incident, claiming he did not […]

Indie Agency Channel T launches Brand Campaign For Liquor Retailer Cellarbrations
  • Campaigns

Indie Agency Channel T launches Brand Campaign For Liquor Retailer Cellarbrations

Cellarbrations, part of Australian Liquor Marketers (ALM), has unveiled a new brand campaign via independent creative agency Channel T. The campaign features Paul the Cellarbrations owner and a couple Tom and Cass, who’ve recently moved into the area. Each episode in the series brings to life the evolving relationship Paul has with his customers, as […]

Lions Live Set To Launch Second Young Lions Live Award Brief
  • Advertising

Lions Live Set To Launch Second Young Lions Live Award Brief

As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]

Tuesday TV Wrap: SAS Knifes The Block, As Seven & Nine In Rare Dead Heat
  • Media

Tuesday TV Wrap: SAS Knifes The Block, As Seven & Nine In Rare Dead Heat

Seven must be loving the press SAS Australia is getting at the moment, but not that it’s necessarily translated to viewers for the oddball reality show. Last night’s second SAS outing posted 795,000 eyeballs according to OzTAM metro numbers, making it slightly down on Monday’s debut that had 834,000. In better news for Seven, SAS […]

by B&T Magazine

B&T Magazine
Are Australian Brands Missing A Subscription Opportunity?
  • Media

Are Australian Brands Missing A Subscription Opportunity?

US retailer Walmart surprised many when it launched Walmart Plus last month, a premium subscription service that gives members access to unlimited delivery and special deals. The move puts Walmart directly against Amazon, which has enjoyed enormous success through its Amazon Prime initiative in recent years. And while the US retail subscription market might be […]

by B&T Magazine

B&T Magazine
Mindshare Boss Nick Emery “Filmed Himself With His Bottom Out” Prior To Sacking
  • Media

Mindshare Boss Nick Emery “Filmed Himself With His Bottom Out” Prior To Sacking

Nick Emery’s misdemeanour that led to his abrupt sacking can finally be revealed. The London-based Mindshare global CEO was given his marching orders last Thursday after an incident that WPP described as “inappropriate and offensive” and “a clear breach of the company’s code of conduct”.   And it appears the UK’s venerable The Sun newspaper has […]

HT&E Appoints Angela Ewers As New Chief People Officer
  • Media

HT&E Appoints Angela Ewers As New Chief People Officer

HT&E today announces Angela  Ewers has been appointed to the newly created position of Chief People Officer. Ewers will commence her new role in November, based in Sydney, where she will lead both HT&E and ARN’s People & Culture function to support growth and ensure ARN is not just Australia’s number one radio and digital audio business, but also […]

Is Christmas Cancelled? Research Reveals Aussies Plan To Spend Less This Festive Season
  • Marketing

Is Christmas Cancelled? Research Reveals Aussies Plan To Spend Less This Festive Season

New research has revealed a major cut-back in Christmas spending, with Australians planning to spend less on gifts, food, and social events this season. The research out of market research firm Toluna also reveals 23 per cent of Australians are worried about being able to afford the Christmas season altogether. Australians are feeling the pinch, […]

Pause Fest To Return In 2021 As Online Event
  • Media

Pause Fest To Return In 2021 As Online Event

Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]

Nine Director Of News Darren Wick Charged With Drink-Driving, Blowing Over Four Times The Legal Limit
  • Media

Nine Director Of News Darren Wick Charged With Drink-Driving, Blowing Over Four Times The Legal Limit

Nine director of news and current affairs Darren Wick has been charged with drink-driving after he was caught driving over four times the legal alcohol limit following a work function Friday evening. As first reported on the SMH, Wick’s blood alcohol reading was more than .2. The legal limit is 0.05. Following the incident, Wick sent […]

by B&T Magazine

B&T Magazine
Shutterstock Adds Editorial Video Service
  • Media

Shutterstock Adds Editorial Video Service

Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]

Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020
  • Technology

Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020

Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]

Cate Blanchett & Aussie Celebs Back DrinkWise’s You Got This Campaign For Year 12s Via  89 Degrees East
  • Campaigns

Cate Blanchett & Aussie Celebs Back DrinkWise’s You Got This Campaign For Year 12s Via 89 Degrees East

DrinkWise and Communications Agency 89 Degrees East has launched a new campaign called You Got This – an initiative designed to support Year 12s as they head into their final exams. The campaign involves well-known Australians offering short video messages of support for Year 12 students, including superstar Cate Blanchett, Australian Test Cricket Captain Tim […]

Timboon Fine Ice Cream Celebrates 21 Wears With Rebrand Via Squad Ink
  • Campaigns

Timboon Fine Ice Cream Celebrates 21 Wears With Rebrand Via Squad Ink

To mark a twenty-one year milestone the iconic Victorian ice cream brand, Timboon Fine Ice Cream, has revealed a modernised new look for their take home tubs.  Tim Marwood, third generation farmer and founder of Timboon Fine Ice Cream, explains why the anniversary provoked the upgrade.  “There’s not too many small family rural based ice […]

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office
  • Uncategorised

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office

Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays.  Of these, Western Australians are the most confident, with 73 per cent of those who […]

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes
  • Campaigns

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes

Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]