A new era for Australian Military Bank
As Australia's longest serving Defence financial institution, we've supported those who protect and serve our country for over 65 years. We know our members' lives and careers are unique, and we aim to be a bank that innovates, grows and anticipates their evolving needs. As such we are excited to introduce our brand refresh, which will come alive over the coming months through our member experience and market activity.
Our new brand refresh honours our Defence connection, supports our strategic plan, and sets us up for a successful future.
Darlene Mattiske-Wood, CEO, Australian Military Bank
Our refreshed brand encapsulates our purpose, vision, mission and values. To help create our new brand strategy, we undertook extensive research with our members, staff, and stakeholders; and reviewed our visual identity assets, including our logo and supporting creative.
Our new and enhanced artwork focuses on the Tri force colours, using ocean blue, bush green, and sky-blue to highlight our dedication to the Australian Defence Force (ADF), whilst our use of symbolism - including abstract elements of military insignia - pays respectful homage to those who protect us.
Creative elements include a shield to represent the Australian coat of arms, stripes and chevrons inspired by military rank and ADF medal ribbons, the seven point federation star for the Commonwealth of Australia, and our national floral emblem, the golden wattle.
Our commitment to the Defence community remains the foundation on which our bank is built, with our brand refresh allowing us to continue to be engaged and active. We will always tailor our products to meet our members’ requirements, remain supportive and present throughout their careers and beyond, and understand their needs both inside and outside the ADF.
A strong brand will clearly represent our values, and what we stand for. We look forward to taking this next exciting step in Australian Military Bank's journey, alongside our valued members.
