The non-major bank has revealed a new logo and colour palette as part of a “clearer, simpler new look”, which is also easier to read for those with visual impairments.
Bankwest has unveiled a new logo and colours, updating the orange and white logo to a black and orange one, with a lighter weight font.
According to the bank, the “clearer, simpler new look” has been designed to be “fuss-free” with a “digital-first approach”. The contrast of orange font on a black background is also said to be easier for those with visual impairments to view and read info online.
Chief customer officer Paul Vivian outlined that the current logo dates back more than 20 years and was designed before smartphones and the digital age took off.
“It also doesn’t meet all accessibility standards for people with vision impairment and it’s important to us that all our customers find banking with us simple, friendly and accessible,” he said.
“So the refreshed logo and brand is designed to be simpler to read, view and understand, especially on a smartphone screen... The refreshed Bankwest logo is intended to be not only inclusive and accessible, but also distinctive and more reflective of customers' needs in the digital age."
The old logo and new logo will both be in market from this week, as the refresh is rolled out and customers become acquainted with the new branding.
The Bankwest website, app and some customer-facing emails will be the first aspects to include the new logo, followed by the wider network and channels, online banking, eStatements, bank cards and then branches.
"It's an evolution, not a revolution and we’ve deliberately retained elements of our 125 year heritage in our home state of Western Australia," Mr Vivian said.
However, the WA-based lender has advised customers that while they may see the new logo appear in communications, if they have any concerns that communications they are receiving are not from the bank, or someone is pretending to be the bank, they should still contact the lender to confirm the contact is legitimate.
[Related: Aggregator unveils brand refresh]
Annie Kane is the editor of The Adviser and Mortgage Business.
As well as writing about the Australian broking industry, the mortgage market, financial regulation, fintechs and the wider lending landscape – Annie is also the host of the Elite Broker and In Focus podcasts and The Adviser Live webcasts.
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