Another ill-considered bank logo

ANZ have done a rebrand and ditched their blue stripy logo for a blue logo with three blobs. http://thefinancialbrand.com/2009/04/21/anz-new-logo/

Lazy journalists are reporting that the re-design cost A$15m. But this is actually the total of what the bank will spend on a new marketing campaign, updating signage etc. Seems fair enough.

So it's not up there with the worst of whale-song and joss stick branding consultancy overindulgences. (See Monday). Apparently the blobs signify the bank's three core markets Australia, NZ and Asia Pacific. And with the nice warm fuzzy addition of a person in the middle.

Response online has been mixed about the Rorschach-like logo. "I just see boobs" is cropping up a bit. It's also getting turned upside down to interesting effect.

But for me it looks more like a stunned customer screaming "You're charging me how much?!". Or an overworked staff member crying out for a lifeline.