Post AXA merger AMP puts to air new brand spot via Banjo Sydney introducing new ‘spark’ logo

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Screen shot 2011-05-22 at 8.12.01 PM.jpgFollowing the merger with AXA in Australia and New Zealand, AMP marks its new era with a new brand commercial via agency Banjo, Sydney which introduces the new AMP logo.

AMP Chief Executive Officer Craig Dunn said the new logo, which will be launched on free-to-air television tonight, symbolises the new AMP which builds on the strengths and experiences of both companies as it looks for future growth.

Screen shot 2011-05-22 at 8.15.51 PM.jpg“The new logo is a modern, highly differentiated identity for the new AMP, representing the promise, energy and dynamism of the merged company. The time is right – we are ready for this change.

“Customers and consumers, employees, advisers and planners across AMP and AXA strongly support the new logo as a reflection of a contemporary AMP.

“Research conducted with advisers and planners along with employees indicated a real desire for a symbol of change to demonstrate our commitment to building the new AMP,” says Dunn.

AMP last made a significant change to its logo in 1988. For the first 107 years after the company was founded in 1849, the company was represented by the AMICUS statue. Its first formal logo was introduced in 1956.

The AXA logo was introduced to Australia in 1988 as part of AXA SA’s global brand and replaced the National Mutual logo.

The new AMP logo has been designed to represent the merged company rather than a compromised blend of either company’s previous logos.

The full rollout of the new logo, which has been named the AMP ‘spark’ by consumers involved in testing, will happen progressively from September.