CommBank

For the first time in almost three decades, Commonwealth Bank has reimagined its iconic diamond – a symbol that has been rooted in the brand’s history. Resonance was engaged to oversee the sonic aspect of the rebrand. Working with M&C Saatchi, and building on the work we had completed 8 years prior, the audio logo was to be launched as part of the new brand campaign to accompany the ‘Can Lives Here’ positioning.

Our aim was to reflect the positivity and optimism of the new creative platform. The exploration covered an iterative process, striving to convey the new positioning whilst retaining some of the heritage of what we created in 2012. The solution was to evolve and simplify the melody, to allow it to emerge seamlessly from the Lanterns campaign track and add emotion to the refreshed logo.

“Changing the sonic identity for one of the biggest banks in Australia is about as daunting a journey as one can undertake in this business. But the Resonance team made it smooth and methodical. More than that, they captured the essence of our new brand positioning and the sense of optimism inherent therein”. Mandie van der Merwe’s – ECD M&C Saatchi Sydney