ABSA New brand image
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
ABSA |
| Project |
New brand image |
| Industry |
Financial Services |
| Services |
Brand Identity
Graphic Design
Brand Architecture
Brand Positioning
Value Proposition
|
In 1991, a consolidated merger of numerous financial institutions saw the conception of one of South Africa’s biggest banking groups- Amalgamated Banks of South Africa (ABSA). Initially the four retail banks (Allied, Volkskas, United Bank and Trust Bank) traded independently within the Absa group. However, this resulted in a virtually zero top of mind recollection, so in 1998 a strategic decision was made to unify and reinvent the Absa brand.
“The Brand Union is a world class professional organisation who assisted us in transforming ABSA into a leading financial service institution in South Africa.”
– Dr Johan de Jager, CI Manger ABSA.
The Brand Union was appointed to create a brand image for the Absa Group, that would unite wholesale banking services, financial services, properties and securities, coupled with the brand merger of four individual retail banks (Volkas Bank,
United Bank, Trust Bank and Allied Bank)- creating an Absa brand that would seamlessly and effectively be accepted by a broad spectrum of customers, as well as employees.
The solution – to create brand and operational synergy. The complexity of multiple brands with overlapping target markets made no sense – a strategic shift in focus was recommended by The Brand Union.
The Brand Union revised the company's brand architecture, creating a single ABSA brand and designed the primary corporate identity for this brand. This was then extended to retail interiors, signage and collateral applications, and further developed the strategic components for future brand extensions as well as all marketing & merchandising materials. Divisional and product brands were also created.
Through the development of the new Absa visual identity, emphasis was placed on the first letter ‘A’ which is also synonymous with the first letter of Roman alphabet (the ‘Alpha’) symbolising the ‘beginning’.
The evolution of the design revolved around the positioning change which was required, moving Absa from imagery which was old, conservative and hard, to a brand which is approachable, caring and trusted.
Logo development is crucial and is the most frequently used visual association of an organisation, and important consideration of this development is the colour choice. It is a crucial differentiating factor between the 4 main competitors and has important psychological relevance. The colour red is associated with excitement and energy- a great choice for the Absa brand. The vibrant red used, gives Absa a modern feel that stands out from its competitive set. Colour establishes a brand quickly and easily in the eyes of consumers and today.
Today Absa is a household name and is rated as one of the top 10 brands in South Africa. It is ranked as the top banking brand in South Africa2– with an identity that continues to remain relevant in a dynamic climate.
The brand is executed consistently across all of these applications, and through every employee, which ensures its continued positive perception in the market. Absa is a true re-brand success story, thanks largely to the careful blend of art and science in the process of brand repositioning and identity creation.
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2The Encyclopaedia of Brands and Branding in South Africa, 2007: Affinity Publishing: South Africa
