Post-AXA merger AMP unveils ‘spark’ logo in rebranding campaign
AMP's new logo
AMP, the financial services group that merged with AXA Asia Pacific’s Australian and New Zealand businesses in March, has unveiled a new logo, which a focus group in pre-testing called the “AMP spark”.
AMP's old logo
The logo was designed to represent the merged company rather than a compromised blend of either company’s previous logos, the company explained in a statement.
The logo was designed by Landor Associates.
A follow-up rebrand campaign, created by Banjo, introduces the line ‘Own tomorrow’.
The company’s CEO Craig Dunn, said: “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.”
The typography is just a bit bland, and the first thing my eye was drawn to was the muffler / rolling pin shape between the M and P…. the glyph is a bold move for a financial services company, as it looks chaotic and a little off-kilter. Interesting.
Yes in that respect they seem to be following anz’s lead. Does 2 make a trend?
They should have hired Hulsboch (or however you spell his name)…
Looks like the same font that RMIT uses.
I agree with Tom!
Definitely different for finance, they get points there. But perhaps the illustration of the “spark” is a little cartoonish.
The logo looks messy and confused – not a good profile for someone managing my finances!
Chaos…so now my super is with a chaotic company.
I quite like it unlike that horrendous ANZ thing.
Wow, I love it, this is so good and refreshing; almost addictive.
Congratulations, I am sure this will hit the mark.
Telecom NZ has also recently done something similar http://www.telecom.co.nz
Seems a little weak to me. Like something a student would have created. If I didn’t know they were insurance – i’d say it’s a power company logo.
But the video is impressive and like how the ‘spark’ evolves. But on paper as a printed logo – not so impressive.
This is stunning stuff… I saw it for the first time on TV last night.. Just beautiful. Totally worth buying 90sec of media to tell a story. Great impact from the couch. I watched it 3 times this morning when I got into work… Well done..
I think the TVC is great, but the new logo makes me think commonweath or olympic games for some reason.
It’s a doodle they should have stopped doodling half way through.
When I saw this logo I couldn’t stop thinking that I had seen something like this before. Airlines/air safety/airports, something along those lines. Then I remembered, it’s an overdone ‘Sydney Airport’ logo.