Australian Finance Industry Association

THE BRIEF

The Australian Finance Industry Association is the leading advocate and collective voice for advancing Australia’s financial services industry. With over 150 members across consumer, commercial and wholesale finance including Commonwealth Bank, Westpac, American Express, Deloitte, Allens Linklaters, Cisco, AfterPay, Zip and Klarna, the organisation is at the forefront of driving one of Australia’s biggest and most influential business sectors.

With their membership base evolving and a greater focus on data, insights, technology, policies, standards and emerging sector developments, the Australian Finance Industry Association needed to optimise their leadership position. 

SERVICES
Logo
Wordmark
Brand Identity
System Design
Style Guide

ILLUSTRATION
Karan Singh

THE PROCESS

Following a comprehensive strategic brand review, our job was to champion the vision; ‘Better outcomes for customers and the industry’. The result was a new brand identity to signify the organisation’s influential role and value.

We explored a spectrum of symbol territories, from a graphical mark to a full four letter acronym. We landed at a monogram, inclusive and integrated of A, F, I and A. An innovative visual shortcut of the organisation’s acronym, particularly playing into the future currency of ‘Fi’ for ‘Finance’ language. 

Practically, the logo needed to be strong enough to position the Association in owned, paid and earned channels effectively, but also hold its own within members’ environments where it is applied to denote business membership and compliance to industry codes.

The curving and crafting of the form was critical to creating a distinctive and contemporary logo. The boldness and blackness of the symbol was informed by our intent for organisational visibility at all levels from government and institution through to consumer. The monogram is supported by a simple wordmark.

We worked with celebrated illustrator Karan Singh to develop a suite of conceptual 3D illustrations to support key messages on performance, raising standards and shaping the future. A vibrant colour palette ties the design system together.

THE OUTCOME

The result is a visionary and progressive new brand identity committed to engaging members and stakeholders, and elevating the significance of being part of an organisation shaping Australia’s financial future.