(25 March 2009 – Asia) ANZ has unveiled a new global brand in a philosophical bid to further signify its intent to become a super regional bank across the Asia Pacific.ANZ officially launched its new global brand in Indonesia, while also further expanding its network in the country with the opening of two new branches in the capital city, Jakarta.
The bank said that Indonesia was one of the bank’s highest priorities in its super regional expansion plan, and thus chosen as the place to launch the new brand.
The cornerstones of what ANZ calls its new ‘look and feel’ are a modernised and simplified wordmark (ANZ) and a symbol – the lotus. A philosophical ANZ also made clear that the new brand had a much deeper meaning.
ANZ described the Lotus as a symbol of unity and growth which is relevant to their customers across the region regardless of differences in language and culture.
Further, the three petals are said to signify Australia, New Zealand and Asia Pacific and the central shape represents the bank’s customers and people, which ANZ described as the driving force behind its business.
ANZ Chief Executive Officer for the Asia Pacific, Alex Thursby, said that the new brand symbolises ANZ’s strategic transformation to become a super regional bank with a strong focus in Asia Pacific.
He also said that ANZ is also confident about the prospects of Indonesia and its growth potential, which is reflected in their plan to add a further 13 branches in Indonesia this year.