A Spark in the Wrong Place

Founded in 1849 and originally named The Australian Mutual Provident Society, AMP is a 6,000-employee financial services providing banking, home loans, insurance, retirement, and investment options to over 3.8 million customers in Australia and New Zealand. In March, AMP merged with AXA Asia Pacific Holdings — previously part of French insurance giant AXA — and yesterday introduced a new logo, designed by the Sydney office of Landor to represent the new company.The new logo is a modern, highly differentiated identity for the new AMP, representing the promise, energy and dynamism of the merged company. The time is right — we are ready for this change.— Press Release Brand introduction video. AMP logo history lesson and a bit more on the new logo. The old logo made AM