ASB Identity 

Staying 'one step ahead'

We have been looking after the ASB branding for more than 20 years and in that time ASB has grown from being an Auckland regional bank to a major national brand. In 2006 we re-designed the ASB identity - creating a new wordmark and symbol, establishing a new relationship of colours and introducing new supporting graphics.

Design standards have been established for all ASB material, including bank branches, corporate offices, sponsorships, in-branch product brochures, a wide range of marketing materials, print advertising, staff uniforms, stationery and electronic communication.

Wayfinding initiatives are concentrated at branch level '" where we are charged with helping customer flows in ATM lobbies, FastService areas and branch interiors.

Sanders Design prepared a separate Signage Manual setting out specifications and guidelines.

ASB Bank, Westfield, Albany Retail Environments Finalist '" Spatial

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