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Early in October, the 150-year-old Bank of New Zealand unveiled a new identity as wall as a name change to BNZ, which is apparently how people refer to it, but I wouldn’t really know, I’ll defer to our NZ readers. The change, as is clear from the before and after logos, is meant to take the bank from the perception of a stodgy, traditional bank to that of a friendlier more contemporary one.
Ah, the joys of transition. Photo by Flickr user Wilhelm Augustus Hohenzollern.
For more than 150 years we’ve anticipated and responded to changes in the New Zealand way of life. We’ve come a long way in that time. Our new logo is a closer expression of who we are today and where we want to be. In the coming months you’ll see our appearance gradually change.
— Press release
There isn’t much information about the change, specifically about the logo itself, which may be part of why people are speculating that the little tail off to the left of the “b” is actually a pig’s tail, honoring the happy piggie banks that have been the mascots of BNZ since 2006 when Y&R introduced them in this campaign, and an updated TV ad has been released with the new logo.
Pig tail or not, the change is drastic, and much needed. The old logo felt like you were funding the New Zealand government as it looked exceedingly official, specially as the old logo sported the same four stars of the Southern Cross constellation as seen on the country’s flag, while the new one is more in line with the state of retail banking today — current financial crisis notwithstanding — where it’s all about creating a comfortable, groovy atmosphere.
Curvy and lowercase, the new logo is a great improvement not just in aesthetics but in utility as the three-letter logo can be used with more ease and more impact than the mile-long previous version. Turning the “nz” into a sort of ligature or forcing it to connect as an italic or script feels awkward as it would seem unnatural to flow from the “n” to the “z” in that way, but the general flow is at least pleasing. The identity, designed by DNA, is complemented by a proprietary type family, Serrano, designed by Kris Sowersby of Klim Type Foundry.
Thanks to Mark Rickerby and Camryn Peter Brown for the tip.
Jump to Most Recent Comment
Nathan Stanton’s comment is:
I've always enjoyed banks traditional logos. They give me faith in the institution. The new logo for BNZ makes me cringe at the gradient and bubbly type. I don't want to deposit my money in a 3 year olds porky pig model piggy bank. I never understood why banks are trying to be "cool" banks aren't cool, they're where you get a loan or deposit money and should be trusted and even a bit stodgy.
On Nov.12.2008 at 10:10 AM
Cleay’s comment is:
Hmm, not great. The 'b' seems disconnected from and bolder than the 'nz' - the two don't sit well together for me. The x height on the 'z' also seems shorter than the 'b'...
On Nov.12.2008 at 10:27 AM
Jeffry Pilcher’s comment is:
There's a review of BNZ's rebrand (including in-store packaging, TV spots and the logo) here:
http://thefinancialbrand.com/2008/10/21/bnz-brand/
Santorini’s comment is:
I agree with Nathan Stanton's comment and with CR
On Nov.12.2008 at 10:44 AM
Scott Lerman’s comment is:
Stodgy might be the way to go in a world where people just want to know their bank won't go (pork) belly-up. You also have to wonder what is lost when the bank gives up a name that says, "we are THE bank of New Zealand." Imagine if Bank of America decided to change its logo to read BA, BoA, or BofA...
What's really odd here is that the holding company, National Australia Group, still uses "National Australia Bank" in the header for its corporate home page--while having made its operating bank in Australia, into the "NAB" (formerly National Australia Bank).
What's next? Will they transform their "Yorkshire Bank" into "Yo" bank? Clydesdale Bank into "Clyde"? Think of the possibilities! Yo Clyde, let's Nab the Bnz...
On Nov.12.2008 at 11:16 AM
Jeff’s comment is:
Reminds me of Febreze.
On Nov.12.2008 at 11:25 AM
Darrin Crescenzi’s comment is:
Completely agree about the unnatural flow from the "n" to the "z"… I feel like the approachable, friendly connotations of the logo would not have been jeopardized in the slightest by leaving that silly bit out.
I don't wholly disagree with the sentiments about banking not being "cool" or "hip" or really even all that friendly. But just for the sake of discussion, I think people (at least here in the states) are growing more and more distrustful of the stogy, 100+ year old banking institutions with their stalwart logos — and as more and more of them fold, it's not hard to see why.
Maybe there is something to this new, people-person sort of bank identity. If it feels like you're giving your money to a trusted friend, rather than a cold, calculating institution that may or may not be rotting from the inside, perhaps one sleeps better at night.
On Nov.12.2008 at 12:25 PM
Josh’s comment is:
I am attracted to the old one... Then again, I'm not in their market.
On Nov.12.2008 at 12:50 PM
damon’s comment is:
"I've always enjoyed banks traditional logos. They give me faith in the institution. The new logo for BNZ makes me cringe at the gradient and bubbly type. I don't want to deposit my money in a 3 year olds porky pig model piggy bank. I never understood why banks are trying to be "cool" banks aren't cool, they're where you get a loan or deposit money and should be trusted and even a bit stodgy."
no doubt. I quite like the refined look of "the establishment".
some things should look as though they're formal, traditional, and steeped in tradition.
that isn't to say you can't modernize or make things more sleek and contemporary, but bubbly and friendly isn't the vibe I want for a bank either.
not to mention the letterforms a just odd.
Chris Herron’s comment is:
Typography issues aside...
Maybe the demise of WaMu (the largest bank failure in US history), with its customer-friendly retail locations and warm & fuzzy marketing campaigns, proves that branding is nothing without a sound business strategy (if those two things can even be separated).
In short, the jury's still out on appealing to the softer side of the customer, but if you're a bank in this day and age, you'd better think of yourself as a stodgy, risk averse institution.
On Nov.12.2008 at 02:24 PM
Tom Hackett’s comment is:
Nice bnz.
Not.
Hibryd’s comment is:
Jeffry -
Thanks for the link! I am in *love* with those pigs. If they have something that friendly and accessible to use in their marketing, it makes sense to make the logo equally warm.
On Nov.12.2008 at 03:52 PM
Mark’s comment is:
bnnnnzzz?
sorry I keep reading it that way, it's okay not great, but okay.
On Nov.12.2008 at 04:17 PM
LB’s comment is:
File this comment under "silly": Looks more like a puppy dog tail than a piggy tail.
On Nov.12.2008 at 04:38 PM
Mark’s comment is:
I'm not really a fan of the psuedo-freindly bubbly look, it seems so fake to me, I mean look at Washington Mutual,AIG, and others they acted all friendly and personal on the outside while the CDS crap was happening and they collapsed. But then on the other end their was Lehman Brothers they were stodgy, and depicted them as a long standing trustful institution while the CDS crap was going on the inside and they fell as well. It doesn't matter your image on the outside is, if your rotting on the inside you're still going to get bit in the ass.
This logo looks kind of unprofessional intentional or not, the "b" doesn't fit in. the line between the "n" and "l" wasn't necessary.The typeface doesn't look quite right.
On Nov.12.2008 at 04:57 PM
Darryl C’s comment is:
Agreed with most of the above comments.
Its not the right look and gives the impression that its a "kiddies" bank, not a serious institution that looks after all of your banking needs.
As an ex-pat Kiwi now living Canada, its a shame to see "THE" Bank of New Zealand turn into something like this - the new rebrand will date VERY quickly, but maybe it was also done because of lost clientele to the other big banks in NZ like ASB and National Bank.
On Nov.12.2008 at 05:45 PM
richard’s comment is:
They should give away free toilet wands when you open an account.
On Nov.12.2008 at 05:47 PM
Harv’s comment is:
My first thought was,...oh look,...KNI logo
( www.kurtnoble.com ),..only their execution is better and fits the industry.
On Nov.12.2008 at 06:05 PM
Jared’s comment is:
Nothing like the ANZ - http://anz.com.au/
ANZ has been "ANZ" for quite some time now.
Now we just have... ANZ and BNZ. Seems counter intuitive to a branding strategy for banks that exist in the same country.
On Nov.12.2008 at 08:20 PM
Jared’s comment is:
Also, to all the Americans out there, it's pronounced "Bee-Enn-Zed" not bee-enn-zee.
Same for ANZ(ed).
On Nov.12.2008 at 08:23 PM
Tim’s comment is:
Incidentally I think ANZ have a better grip the serious-but-still-friendly approach. This one is a bit relaxed for my liking, more suited to a leisure-related company than a bank!
On Nov.12.2008 at 09:19 PM
Jared’s comment is:
I think the way banks should truly be branding is to go in the direction of "ease of use" and efficiency instead of stodgy or old fashioned.
But definitely not "your best friend"
On Nov.12.2008 at 10:06 PM
LL’s comment is:
BNZ was always my father's bank. When you walked in, the decor had that slightly yellowed tinge bourne of being in the company of farmers and men with beer bellies, ties and short sleeves. Little had changed for BNZ since smoking was allowed everywhere. They stood for firmness, predictability, tradition.
BNZ (always referred to as bee-en-zed) seems to feel it necessary to drag themselves into the current decade, though they don't have a particularly well-defined product. Their existing customers will find the new logo at odds with what they thought were the bank's values, and other major banks have had fresh, youthful branding for a long time (WestpacTrust, National Bank).
This change seems to be done out of obligation rather than momentum; a little like your crotchety uncle being dressed for the beach by your tween daughter.
On Nov.12.2008 at 11:41 PM
Kelly Hobkirk’s comment is:
Why is the weight of the 'b' heavier than the 'nz'? Why is the 'z' at a different angle than the 'b' and 'n'?
The new mark -- all three letters -- looks more suited to Wonder Bread than to a bank. Then again, perhaps their target market eats gobs of Wonder Bread.
I quite like Scott Lerman's comment.
I'm not a fan of the shortened names like ANZ, WaMu, bnz, etc. Acronyms are generally harder to remember because there is little or no direct meaning associated with them. Attaching meaning to an acronym requires the addition of a step into the thought process, thereby reducing the effectiveness of the brand name. FedEx is a notable exception to this, however, their shortened name works because the name's integrity remains intact by not becoming goofy sounding, like WaMu. Perhaps the bank is targeting the younger generations who may not know the history of bnz, and don't know that 'b' stands for 'bank'. Is this a good thing?
ANZ's mark works because it is still professional looking without being stodgy. They look business-savvy. bnz now looks goofy, whereas their prior mark was perhaps a bit too stodgy for their current market. It seems that a happier medium could have been designed. Of course, it's easy to say that from the sidelines. It's also easy to say that I wouldn't trust my money to a bank whose logo looks like I could lick it.
On Nov.13.2008 at 12:15 AM
Nisio’s comment is:
The typography feels completely unresolved, and pretty forced. But aside from that, as a New Zealand bank it doesn't have any NZ character, it could be from anywhere.
On Nov.13.2008 at 05:43 AM
Matheus’s comment is:
crap
On Nov.13.2008 at 10:01 AM
Kris Sowersby’s comment is:
I'd like to add a few comments to the mix.I was involved with this job, but only to make the custom typeface. So I'm a little bit on the inside, a little on the outside. I'm not speaking officially for DNA or BNZ.
Most designers that I talk to don't like the "rebrand", by which they mean the logo. This is fairly typical—"I could do better, too cartoonish, toothpaste (!)" etc etc. Every non-designer that I talk to tends to like it, which is very interesting indeed. I think you're all making the mistake of judging the entire identity on the mark, which is a little shortsighted. The previous BNZ id was awfully stodgy, a bit of a mess, clunky and outdated. Most of the other banks at least look like they belong to this century (ANZ, Westpac, National, ASB, Kiwibank etc). BNZ now has a very distinct personality, unlike before. The pigs get a lot of airplay, and prove to be popular. This is also the consumer facing side of the bank—there are other facets of business banking as well. The brand is also in the process of being rolled out, so to come down on it at this stage is a little unfair. It might be better to wait until the changeover is complete.
I never understood why banks are trying to be "cool" banks aren't cool, they're where you get a loan or deposit money and should be trusted and even a bit stodgy.
I'm pretty sure "cool" isn't what they're aiming for. It's more a friendly, helpful & approachable feel.
a New Zealand bank it doesn't have any NZ character, it could be from anywhere.
From my perspective, no NZ banks have a particularly "Kiwi" feel, except for perhaps Kiwibank, and they're all owned by offshore interests.
Acronyms are generally harder to remember because there is little or no direct meaning associated with them.
As an ex-pat Kiwi now living Canada, its a shame to see "THE" Bank of New Zealand turn into something like this - the new rebrand will date VERY quickly, but maybe it was also done because of lost clientele to the other big banks in NZ like ASB and National Bank.
It's been known as BNZ for ages now. I don't think many people think of it as "The" bank of NZ. Would you prefer to type www.thebankofnewzealand.co.nz or www.bnz.co.nz ?
--K
Mark’s comment is:
at least the pigs are cute.
I'm go out on a limb and say that the logo alludes to the shapes of a piggy bank. I see an ear in the negative space of the Z, a body in the negative space of the N, and a tail shape within the positive space of the B.
I'm just guessing here.
On Nov.13.2008 at 06:51 PM
Stephen Coles’s comment is:
I think the goal to be more approachable is a good one. It's the execution of the logo that is a failure. Fortunately they hired the right guy to do the type. Well done, as usual, Kris.
On Nov.13.2008 at 08:32 PM
Mark’s comment is:
woah.
the typeface is beautiful and excellent and well done. Which surprised me. How it was translated into the logo was bad. How the heck did it hit that big of a speed bump from making the typeface to using the text in the logo? What happened?
On Nov.14.2008 at 02:40 AM
Kris Sowersby’s comment is:
hi mark,
The logotype was designed in-house at dna, the typeface was designed by me. It is serendipitous that they look similar.
--k
On Nov.15.2008 at 12:50 AM
Seán Mongey’s comment is:
First Paragraph
Bank of New Zealand unveiled a new identity as well as a name change to BNZ, which is apparently how people refer to it
I’m sure there was sufficient research to back up the name alteration. I feel it works but then again these matters tend to be culturally relative and I don‘t live in New Zealand.
I do feel this is one of those identities that designers tend to dislike but then again unless the banks clientele consists entirely of designers I don’t think they’ll have a problem.
As for the wordmark. I think it’s suitable to the approach that the bank want to take their brand.
I also wouldn’t agree with the rubbishing of it. I feel the flick on the stem of the b counterbalances the bottom horizontal stroke of the z which I think works great because of the italic stress on the letters.
There’s a great thread on the custom typeface that the bank are using here. Great work Kris.
P.S. Typo on the first line of your post.
unveiled a new identity as wall as
wall should be well
Rob’s comment is:
People might like this thread on Kris Sowersby on typophile!
On Nov.15.2008 at 03:51 PM
Rob’s comment is:
Sorry Sean, should have look up! haha!
I think this rebranding is excellent, I don't think the timing could be better for a bank to rebrand (due to the worlds economic climate). It's friendly and the type is beautiful!
It makes the bank seem more approachable.
Good job Kris!
On Nov.15.2008 at 04:01 PM
Kelly Hobkirk’s comment is:
The typeface itself -- when viewed on Mr. Sowersby's website -- is beautiful. The application of it to the logo seems to be lacking.
I must admit that I have been hit by internet banking fraud so many times that I considered the logo from the perspective of going in to a bank rather than seeing it online. From a consumer perspective, physical location is the value and security in a bank, much more so than the online presence. The mark still looks more suited to a bread or food store than a bank however.
On Nov.15.2008 at 08:47 PM
Paul’s comment is:
it's a new and different approach ... typically New Zealand.
I dig.
On Nov.16.2008 at 09:08 PM
Doug’s comment is:
Ew. First impression: toilet paper. (i.e. Charmin, Cottonelle, Quilted Northern)
It's one thing for a bank to want to appear more comfortable, friendly, approachable, but this makes me feel like they want me to have fun. At a bank. Who has fun at the bank?
On Nov.16.2008 at 09:22 PM
Kris Sowersby’s comment is:
The typeface itself -- when viewed on Mr. Sowersby's website -- is beautiful. The application of it to the logo seems to be lacking.
I must not have been clear enough in my previous post. The typeface & the logo were conceived & drawn by different people. The typeface is not directly 'applied' to the logo, even though there are some similarities.
--K
On Nov.17.2008 at 02:11 PM
Mark’s comment is:
okay, I understand now.
But couldn't the other designer an least avoid connecting the "N" with the "Z" at the bottom? Or was that demanded by the client? Whatever happened, it still caused the logo to look off-balanced.
On Nov.17.2008 at 06:49 PM
Kelly Hobkirk’s comment is:
I must not have been clear enough in my previous post. The typeface & the logo were conceived & drawn by different people. The typeface is not directly 'applied' to the logo, even though there are some similarities.
You were perfectly clear. I did not say that you 'applied' the typeface to the logo, but someone did, regardless of whether or not it was customized.
I was trying to pay you a compliment while also acknowledging that the logo designer did not do nearly as good a job with the logotype (which is based on your type design). Apparently, I failed in this quest!
In short: Love the typeface, not the logo.
On Nov.20.2008 at 11:42 PM
Glenn Sakamoto’s comment is:
Boring...
On Nov.21.2008 at 09:33 PM
Angela Sun’s comment is:
Bank of New Zealand had always been referred to as BNZ amongst the Kiwis. It make sense to shorten the name and make it BNZ officially. I am not liking the new logo and think it can be executed much better. However, as a Kiwi living abroad, I understand the craving for the new and the cool. It's refreshing especially ASB (another bank in NZ) rebranded a few years back.
I do enjoy the delightful quirkiness behind the idea of the "piggy bank". It says a lot about the Kiwi humour and spirit.
cwxwwwxdfvwwxwx’s comment is:
well, hi admin adn people nice forum indeed. how's life? hope it's introduce branch ;)
On Dec.25.2008 at 05:08 PM
Michael Vile’s comment is:
I've witnessed this rebrand take flight, by all means it has been a success, a great success.
I've known people to change banks because of the extremely cute pigs alone.
Michael
On Jul.10.2009 at 01:15 AM
Comments in Brand New, V1.0 have been closed.
