AMP has launched a new logo to represent the merger of its business with AXA Asia Pacific.The group says the logo will be the cornerstone of a new visual identity that builds on the strengths and experiences of both companies.
Craig Dunn, Chief Executive Officer, said the logo, which was launched on free-to-air television this week, symbolises the new AMP.
“The new logo is a modern, highly differentiated identity for the new AMP, representing the promise, energy and dynamism of the merged company. The time is right – we are ready for this change.”
“Research conducted with advisers and planners along with employees indicated a real desire for a symbol of change to demonstrate our commitment to building the new AMP,” he added.
Consumers who were involved in the testing process have dubbed the logo the AMP ‘spark’.
The new logo will be rolled out progressively from September.
