Australia’s Commonwealth Bank logo holds two unexpected secrets.
The golden diamond was first introduced in 1991 after market research found the bank’s old logo was being perceived as “old-fashioned and out of date”.
The five stars of the Southern Cross constellation are depicted in each corner of the diamond as we know it, while the black wedge on the right of the diamond logo has been rebranded out in recent years.
“It was designed by Ken Cato, the leading branding consultant at the time, and its shape represented a “truly Australian identity” – the stars of the Southern Cross,” the Bank said upon a rebrand in 2020.
“The financial institution owners are sure: the diamond-shaped emblem symbolises only the Commonwealth Bank and has nothing to do with Southern Cross.
“In their opinion, the shape of the diamond was chosen only because it was not associated with other banks.”
The aim was to give the bank a bold, strong, modern and progressive image, after research showed it was perceived as outdated.
Today, the logo is so recognisable that the bank often uses it in advertisements without mentioning its name.
The logo expert stated that the bank invested a lot of money in creating the new logo as it was deemed strategically important for client relationships.
The Daily Mail reports Aussies were surprised to learn of this fact, with one saying, “Everyone in Australia needs to know about this.”
“Just found out the Commonwealth Bank logo is a black and yellow rendition of the Southern Cross constellation. is this news to anyone else?” another asked.
“Fun fact I learnt today: The Commonwealth Bank logo is supposed to be an abstract artwork of the Southern Cross.”
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In 2020, CBA ditched the black corner of its diamond and changed its font.
The two Ms in the written part of the logo previous to the 2020 update also merge to form one that few people tend to notice at first glance.
A logo expert at Logoworld noted: “The iconic diamond is so recognisable that Commonwealth Bank often uses it in advertisements without mentioning its name.”
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