Through the development of the new Absa visual identity, emphasis was placed on the first letter, ‘A’ which is also synonymous with the first letter of the Roman alphabet, the ‘Alpha’, symbolising the ‘beginning’. Logo development is crucial and is the most frequently used visual association of an organisation. An important consideration of this development is the colour choice, as it is a crucial differentiating factor between the four main competitors and has important psychological relevance. Colour establishes a brand quickly and easily. The colour red is associated with excitement and energy, a great choice for the Absa brand. The vibrant red used gives Absa a modern feel that stands out from our competitors. The strategic focus of the design was the depiction of ‘union; fusion and wholeness’; attributes that the brand stands for today. Adding to this focus was the need to position Absa as a leading financial services institution with a contemporary feel, and differentiating the brand as being superior to those that came before. Today, Absa is a household name, and amongst the many accolades was rated as the No. 1 Banking Brand again this year, and Coolest Banking Brand in SA for the 6th consecutive year.
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