BNZ rebranding - thank the pigs
Gone are the stars of the Southern Cross, the gold chevron and even the venerable Bank of New Zealand name.
Because as from today The Bank of New Zealand is no more, and you might have to blame those cute little piggies in the ads.
The 150-year-old bank's logo is now simply the letters BNZ, in a blue, toothpaste style with a serif on B, which may or may not be a pig's tail.
The logo is being rolled out across 180 branches today.
BNZ general manager of strategy and marketing, Blair Vernon, said it had been 20 years since the bank last made any major changes to the brand.
"Our customers have been letting us know it's time to make a change," he said.
"We wanted a less formal look to reflect the BNZ culture of today. At the same time we've shifted Bank of New Zealand to BNZ because that's how most of our customers refer to us."
Mr Vernon said the old brand been around a long time and people had an affinity with it, but it wasn't the only brand the bank had used in its 150 years.
"The reality is the testing we have done suggested people didn't see it as reflective of the progressive, welcoming, warm friendly organisation we believe we are these days."
He said the warmth and approachability of the bank's piggies campaign created "a bit of a disconnect" with the formality of the old brand.
Mr Vernon said the serif on the B was not specifically meant to be a pig's tail, but some of the inspiration came from curvy nature of piggies, he said.
The cost of the new logo was confidential, but phasing it in over time was part of managing the cost, he said.
Getting rid of the New Zealand name was not a sign of changes to come with the bank, and the changing of the logo was in no way linked with the global financial crisis, he said.
"People will always have a view about whether its appropriate at this time. Clearly we started work on this some time ago. The reality is, yes, there is turmoil going on in financial markets. That's different to this exercise."
And the bank will not go the way of some companies and insist on lower case references in text, but will still be BNZ.
Some new colours will be introduced to complement BNZ blue and update and modernise the brand .
Mr Vernon said the new look will be phased in across the bank between now and December with all branches and ATMs across the bank's retail network expected to be rebranded by the end of the year.