Newish BNZ logo brings back the stars
It was less than two years ago that BNZ released its cute, fluffy, cloud-like logo into the wild. Some thought it was fresh, different and looked like toothpaste. Others thought it was too fresh, too different and too toothpastey and, therefore, lacked history and gravitas. And it seems the BNZ brand boffins agreed with the latter, because it’s gone back to its astronomical roots and changed its logo again, adding the classic Southern Cross back in, reducing the fluffiness and chopping that cheeky vestigial tail off the B.
When asked who was responsible for the redesign, Erica Lloyd, BNZ’s external relations manager rather confusingly said the bank doesn’t really see the changes to the logo as a redesign. But she did say the ‘non-redesigned logo’ was “a three way co-production if you like between us here at BNZ, Sugar and DNA”. 
Apparently, the reappearance of the Southern Cross is a “small but significant evolution for the bank” and its customers who, following a consultation process, said they wanted to see it when they saw the Bank of New Zealand.
“The Southern Cross has been part of the bank’s identity since mid last century. It first appeared in the early 1950s within the coat of arms that formed part of BNZ’s first ever logo and was later carried over into the Chevron logo that served the bank from the late 1970s.”
2011 is BNZ’s 150th Anniversary, so the bank thought it was the perfect time to return the ‘stars’ to the logo to connect to its past and the role it has played in the growth and development of New Zealand since 1861.
The new logo, which was released yesterday, has already been tacked on the Whale Watch series, the website, ATM screens, statements and business cards. And it will also be phased in across other branded items (e.g. stationery; collateral) as stocks run out. Store and partner centre signage will be refreshed as part of the national refurbishment plan over the coming months.
Waddaya think? Read some of the opinions from graphic design boffins here.
Jess
August 24, 2010
Crikey! Stop making changes. You wouldn't like it if your customers did it.
Sylvie
August 24, 2010
"A three way co-production …"?
Is that a euphemism for 'design by committee'? Looks like it to me.
Rachael
August 24, 2010
I like it – thought the old one didn't look like a logo
Yelspal
August 24, 2010
It looks less like a brand of teddy bear – more like a plumber or a newsagents now. If they are not careful the next three way co-produced non-redesign will be another step toward a "professional business" look.bank. They should try that – it might suit a bank.
Martin
August 24, 2010
Millions for livery, signage and others collateral surely.
Vanessa Brooks
August 24, 2010
I loved the old one because it was warm, friendly and different – a true "love brand". It spoke to me as a customer and I identified with it. Now they just look like all the rest – dull, traditional and oh so corporate. Bring back the piggies…and the love!
Will
August 24, 2010
What a shame. It looks really old school and a darn sight worse than the previous logo, which personally I liked.
Really surprised DNA was involved with outputting this! But then again, they've got bills to pay I guess.
ILYA
August 24, 2010
…. it looks like someone decided that its not a bad idea to remind general public that The Lodge still owns the island.
Gerald
August 24, 2010
Hate it I don't know why did they had to change it I got really moody when I saw it yesterday, I don't like the B letter its horrible, I loved the piggy tail to the B, It's a waist of money, and looks terrible being a person in interior design…They better not take the pigs away, if so I am changing banks…END OF
Anne
August 24, 2010
I prefer this new version! At least it shows that it's not fluff and as a financial instituition it needed to instill a sense of stability which the new logo does better! Have to say, a three way design team sounds like no one is really taking responsibility for it.
David MacGregor
August 24, 2010
I hate to say it but it's hardly a logo at all. It's hardly a design really.
Adding the southern cross to some lettering is an obvious and cheap sop to the fact that the bank's research obviously showed animosity from customers and the wider market about their Australian ownership.
Slap on a few stars and maybe problem solved?…Is that God Defend New Zealand I hear?…
Come on…it's a pig of a job; …feeble and feebler to spend time discussing it.
In any case,…everybody knows if you want true kiwi cred you need a koru.
Mads
August 24, 2010
Anything's better than the previous one. I always thought the B didn't belong, especially with that thin tail. It looked like the 'bn' kerning didn't work or something. The new one looks more stable. I like the dimension the stars bring.
Gredge
August 25, 2010
Hah. What were they thinking?! Looks like FOUR asterisks, as opposed to lazy old Telecom’s single asterisk…
MB
August 25, 2010
Chuck it out. Start again.
Anthea
August 25, 2010
The stars look like an afterthought to me.
I've nothing against the southern cross really, but might they have worked better in white with different placing?
I loved the little tail on the "b", it had character. I agree with Vanessa, the last iteration was more personable, less "stuffy bank" – customers know BNZ is a long established and well respected bank. Does the logo really need to reflect that?
Also, they majorly botched the favicon and now my bookmarks bar looks nasty :P
old school
August 25, 2010
Bring back the crest.
Vincent Heeringa
August 25, 2010
Jeez you guys are harsh. It's only a freakin' logo. The problem with the old logo was that it failed to reinforce the NZ-ness, surely the big advantage to the Bank of New Zealand brand.
CS
August 25, 2010
BNZ has problem reinforcing its "NZ-ness"…. haha… nice one….
Earlyboyd
August 25, 2010
There's a big difference between toothpaste and stars. Both are pretty average pieces of craft. But much more importantly, what does this indecision say about how well the bank understands its own brand? What's in it for the customer? Clearly a win for the agencies – a classic example of brand window dressing.
Rep
August 25, 2010
Vincent – it isn't the Bank of New Zealand it's BNZ surely… in the same way that ASB Bank isn't Auckland Savings Bank Bank… I'm sure the agencies are happy now that they have to arrange for the signage, collateral, advertising and other changes but it does remind me of driving an early 90s Commodore… the one with the 'square dials' because they had one more freshen up facelift to create 'new news' on a 12 year old design but 'jumped the shark' by just fiddling with it once too often… then again British Leyland tried to have an Austin Princess with a square steering wheel too
Fran
August 25, 2010
Bring back the old logo. It really differentiated BNZ from the other banks. The new logo is boringly safe and unemotive even on a patriotic level
James
August 25, 2010
Word on the street is that some old hack at Sugar 'designed' it. Others say they got an intern to do it
Fi MacGregor
August 26, 2010
why do these things matter so much to people
Damon
August 26, 2010
hmm. I thought the new logo was the best new bank logo in a long while.
The b really attracts the eye and therefore has become a good branding for BNZ.
The reason people didnt like I think is that it was a change and it really stood out and caught peoples attention.
I really disagree with BNZ to change it to something which from initial looks, is very pedestrian and boring logo.
Getting rid of the stars was a good idea.
I also think Telecoms new logo is very tacky. I would have been too embarased to even suggest it to a client.
Nobic
August 26, 2010
I dont think sugar had anything to do with this new design.
Colaboration in this case I think meant that Sugar did the original new logo and DNA changed to itrs current form….
Patrick
August 26, 2010
Nope, DNA did the toothpaste logo, Sugar did the new retro one. They are going to bring back the chevron too!
Agog
August 26, 2010
Sugar were responsible for the new logo, but worked with another agency to develop it. Who were they? The bank were concerned that the old one did not sit well at a corporate level. DNA designed the old, piggy one, and also have the contract for ongoing roll-out of the new logo.
David
August 26, 2010
WTF are they doing over there at BNZ? Seems like the marketing team has no clues and is captured by the agency(s).
Change for creative sake? Mind you the pig tail was a big mistake – campaigns driving the core brand is never a good idea.
Whether you like the creative of either logo or not. Is there a real benefit to the change considering the cost? I'd say the jury is out on that.
What do you think drives success – a new logo or better financial products that customers want? I know what I'd pick.
Pointless meddling!
DNA
August 26, 2010
We had to pay our bills. We didn't put any thought to this. We'll do anything for money.
SMS
August 26, 2010
As I understand it at the time BNZ designed and implemented their 'fluffy' brand a couple of years ago it was before the financial crisis/recession and they were trying to create a more approachable friendly 'hip' image; The flying pigs were all part of it. It was very common with a lot of brands around the time.
However when financial crisis happened all of the sudden people were looking for stability and that is represented by a strong brand, not a 'fluffy' brand.
I would say that this is the reason for the change. The new brand looks a lot more stable and formal.
H
August 26, 2010
The pigs – successful & memorable.
The logo – not so.
BNZ
August 26, 2010
In the end we had to acknowledge that pigs don't fly, after all …
Jess
August 27, 2010
It's a 150 year old bank…how much "work" does it need to look young? Sorry designers…it looks like pork dressed up as lamb.
Will
August 27, 2010
Vincent, amigo, your comments are quite amazing considering the publications you're involved with. [shakes head].
Graeme
August 27, 2010
Did someone find an old letter in the bottom of their drawer and say, lets use this again?
What a pathetic redesign, and waste of money.
courtney lambert @cjlambert
August 27, 2010
nothing like a wee three way collab non redesign with a twist of lime to keep the macs spinning in the studio as the national trade marketing non-rebrand rolls out.. Smart move ..somebody..? ..confused of auckland..
Narisham
August 27, 2010
I liked the old/new logo, it was fresh and really defined the bank from its competitors, specially when trying to locate the bank in the city centre. it also seem a tad excessive as in matamata they only just finished refurbishing the outlet to suit the new logo, this included atms, signage, all the print media inside the bank AND the tellers uniforms, so your saying 'hey, lets spend thousands more dollars doing something we've just done and has only been finished for 6 months, for the sake of some stupid stars.' they're called Bank of New Zealand for goodness sake, i think we can sacrifice the stars and keep the identity.
Francesco
August 27, 2010
If the stars were soooooo important to the NZ'ness of the brand – how come they all missed it last time round. It's boring – like them…. and we are all having a whale of a time debating it. By the way – When is the consumer campaign launching – or is it just about small regional businesses?
Vincent Heeringa
August 27, 2010
Will, please don't shake my head, not today at least …
Marg
August 28, 2010
180 odd branches x thousands of staff x uniforms x stationary x signage not to mention the logo change for sponsorships like Plunket and Super 14 teams. Classic! The BNZ rep is obviously not having to sort all that out.
Call me Ahab
August 28, 2010
If you hold it upside down and reflect it in a mirror and squint, the new logo looks like … A whale. A Sperm Whale. As in, down the front of one's designery 501s.
Paul Le Comte
August 29, 2010
The logo is actually just the typeface Serrano designed by Klim Type's Kris Sowersby, under the direction from DNA.
He gave a Keynote speech to the Design Dept at Otago. If I remember right, he too was a little surprised that the typeface was to be so heavily used as the branding.
BNZ staff called the typeface Toothpast, for the look it gave when it was on the plastic illuminated signs outside the branches.
http://www.klim.co.nz/custom_serrano.php
Call me Ahab
August 29, 2010
Isn't Serrano a kind of bacon? Those pigs will take some getting rid of. They've almost become part of the brand's, um, DNA. (Not Sugar cured bacon for sure.)
Dom
August 30, 2010
I hate it so much I will never bank with that ever! Oh wait, i wouldn't anyway, as its logo has no sway on how I invest/borrow my funds. I am just happy 3 agencies and the signage guys got some money out of a Bank. cheers D
Nathaniel
August 31, 2010
Seems like a backwards step to me, also "design by committee" comes to mind.