ABSA Group Limited, one of Africa’s largest financial service providers, has recently undergone a re-brand. The newly created logo has caused a few debates in South Africa, with its new look and feel and the major launch of the brand a few days ago.
What has been quite interesting is the public’s thoughts of the new logo, with many sitting on the fence, as to whether they prefer the new logo or the old.
Apparently, ABSA consulted with three (3) branding agencies to create the new logo and the public have recently pointed out a similarity with a new brand identity for OPENSERVE (“Africa’s largest intergrated communications company”) which has also recently been launched in South Africa.
The two (2) companies both operate within a different industry, however, it is interesting to note that the same branding agency was utilised in creating the “similar” logos.
The question on everyone’s minds is whether this will end up in a legal battle? I highly doubt it, a consumer will not be confused into believing that there is a connection or link between the two (2) companies, especially based on the fact that both companies operate in different industries.