Post AXA merger AMP puts to air new brand spot via Banjo Sydney introducing new ‘spark’ logo
Following 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.
“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.
16 Comments
I like the balloons
someone’s been watching and listening to…
http://girleffect.org
nice animation
Yeah agree looks a lot like the girleffect video!
…now enough about me, let’s talk about me.
Plundered all blogs for inspiration and then created this…
Bad!
Whatever 9.52. Stands out like the mutts nuts compared to most ads on TV. Looks great, beautiful type, well done.
Lazy strategy
Old fashion TVC. The game has moved on.
Unfortunately for AMP it’s always been slow to work it out.
http://en.wikipedia.org/wiki/Telecom_New_Zealand
hmm
Design and Animation by Resolution Design.
Looks nothing like the girleffect video f-tards. Yeah, they used typography. This is 3D, not 2D.
Beautiful animation.
Who did it?
a bit all over the shop if you ask me!
some cool moments however it feels like they ran out of time as none of the concepts really hit their mark
Director Tim Dryoff Resolution Design http://www.resolutiodesign.com.au
This is beautiful and different, magical and emotional instead of negative and bossy like most financial institution ads are. This kind of ad build brands for long term.
Seen it all before Banjo. Strategy ends up as copy with pretty pictures attached.
Yawn.
Brandmark is at best average.
WA Ballet did something similar and much better years ago.