Bendigo Bank launches contemporary new look and rebrand via AJF Partnership

Bendigo Bank launches contemporary new look and rebrand via AJF Partnership

Bendigo Bank has today launched a new look, developed by AJF Partnership, reflecting the Group’s strategic commitment to effectively tell the Bank’s unique and valued story.


An important milestone in the Bank’s multi-year strategy to be Australia’s bank of choice, the move pays homage to Bendigo Bank’s heritage, with the new look double B representing the brand’s care and capability with a modern identity.

Backed by extensive research and customer consultation, and in collaboration with agency partner, AJF GrowthOps, the brand’s visual elements such as the iconic B logo, font, colour palette, imagery, and tone of voice have been refreshed to better reflect a contemporary expression of the brand and the Bank’s evolving customer demographic, where it has experienced significant growth.

Says Alexandra Gartmann, executive partnerships, marketing and corporate affairs, Bendigo Bank: “The equity in our brand is a key differentiator, built on 161 years of helping customers and communities create prosperous futures.

“Now it is time to secure our position as Australia’s bank of choice, where customers can be assured they are supported by market-leading customer experience, innovative technology and great products. It’s a story of care and capability, and we’re committed to telling it to more people, more often, through this new-look identity.”

The Better Big Bank campaign asks Australians to consider Bendigo Bank as the alternative banking partner that offers care, capability and scale, and Australia responded.

The campaign attracted strong growth in new to bank customers at a time when market intention to purchase new products was down 22 percent, while consideration, awareness and non-customer perception increased strongly at a time when apathy for the banking sector continued. The Bank reported in its February interim results announcement a 4.9 percent uplift in customers numbers in the last half year.

Says Gartmann: “Brand strategy, executed with precision and purpose, gets results. The brand refresh is a critical component of the story we will be telling both our existing and potential customers about what they can expect from our bank – a commitment to care and capability.”

Says Andrew Foote, executive creative director, AJF GrowthOps: “It’s been a privilege to work on redesigning such a highly trusted brand steeped in heritage. With a modernised logo, typeface and colour palette, we’ve evolved the look and feel to reflect Bendigo Bank’s trusted position as a caring and capable financial service provider, who take a simple, straightforward approach to banking.”

The new-look Bendigo Bank brand launches today.

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