AMP introduces new logo
AMP has launched a new logo following its merger with AXA Asia Pacific’s Australian and New Zealand businesses.
“The new logo is a modern, highly differentiated identity for the new AMP, representing the promise, energy and dynamism of the merged company,” said AMP chief executive Craig Dunn.
He said research that sought the views of advisers, planners and employees revealed that there was a desire for a symbol of change to demonstrate commitment to building the new AMP. The last change to AMP’s logo was in 1988. AXA introduced its logo to Australia in the same year as part of AXA SA’s global brand, which replaced the National Mutual logo.
The roll-out of AMP’s new logo, named the AMP ‘spark’, would happen progressively from September, AMP stated.
AUTHOR
Caroline Munro
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