Commonwealth Bank unveils new brand identity

For the first time in almost three decades, Commonwealth Bank, Australia's largest bank, has reimagined its iconic diamond – a symbol that has been rooted in the brand's history. Commonwealth Bank's Chief Marketing Officer Monique Macleod said the bank had transformed in recent years – delivering customer focused changes – and as such, the time was right to launch a refreshed brand.

Monique Macleod, CMO of CBA

We have been working to put the needs of our customers front and centre. With the work we are doing to reinvent the organisation around a new strategy and values, now is the right time to refresh the iconic diamond, making it lighter, brighter and more dynamic, and inject new meaning into the Can platform. A symbol of optimism fit for the future and one that represents the work we’ve done to be better, the work we still have to do, and the brighter future we are committed to helping Australia achieve.

To deliver the new look and feel and corresponding creative platform, Commonwealth Bank partnered with M&C Saatchi and Re Agency.

The new marketing campaign, which debuted on Australian televisions screens on Sunday 11 October, showcases real stories from real customers who prove ‘can lives here’. You can watch the first ad below.