Black is the new 'teal'

Bold, unassuming and clear in it's message. The new branding for Alzheimer's Australia, created by Interbrand, was launched on October 13. The logo is supporting a demand for $500 million from the government, to fight the life threatening symptoms of dementia.

The colour chosen to make this message work: teal.

It works well combined with the bold, reversed, black and white, serif typeface and is testament to the power of strategic branding.

But is it just me or is there a trend in the use of teal?

During the Spring Racing carnival in Melbourne, you couldn't pass a tram or open a newspaper with out seeing Tom Waterhouse's new online betting logo. The design and colour choice couldn't be more similar to Alzieimer's Australia but the sentiment couldn't be more different.

What both campaigns consistently do is use their corporate colour in all aspects of their branding including merchandising and printed material. My favorite being the illustrations created by Christopher Nielson in a betting guide, for Tom Waterhouse, that was distributed on Derby Day.

Let me know if you have seen any more corporate branding following this 'teal' trend...

>> Read more at the original posts at Brand New and Campaign Brief

New AMP Logo

Recently AXA merged with AMP and Banjo Sydney had the enviable task of creating a new identity for the brand.

The softer, freer and friendlier tone follows along the same lines as the recent rebranding of ANZ. It seems the financial sector is moving away from the square edged corporate look and moving toward a customer focus that has a more human appeal.

But the cynic in me feels it's like petrol companies trying to brand themselves as environmentally friendly. Who do they think they are kidding?

Feel free to add your comments and tell me how well you think this rebranding will work.