Absa unveiled its new look on Wednesday, including a colour scheme that claims a wider spectrum of red. The bank has effectively been chained to the staid Barclays brand for more than a decade – so when Barclays ditched it, it decided to make deep changes.
Absa is even changing the voice that answers those who phone into its call centres, on top of 27,000 different forms and a total of some 500,000 "artefacts". Absa on Wednesday morning finally showed the world the new logo it has been so secretive about (although that leaked) and the colour scheme it will now be using (though that too leaked).
But in coming months customers will find changes to the massive bank's identity will run far deeper than that, down to the way it answers the phone.
Absa has recorded more than 10,000 individual items for the interactive voice systems used in its various call centres, says group marketing head David Wingfield.
Watch: A secret rehearsal of Africa's first ‘drone fireworks’ for Absa's big reveal today
"We are going for a friendlier tone, with slightly younger voices and different intonation," he tells Business Insider South Africa.
Those recordings are on top of the 27,000 different forms Absa uses that will now have to be replaced – and the 345,000 branded pens, notepads, lanyards and pieces of clothing it had made to introduce the new look.
In total Absa will be replacing some 500,000 different "artefacts", says Wingfield, ranging from TV ads to the signs used inside branches.
Those changes will take some 10 months to complete, with three branches and 15 ATMs scheduled to be rebranded per day.
Using friendlier, younger voices alongside a more "digital" logo is all part of moving away from Absa's past, says Wingfield, which has kept its brand shackled for more than a decade.
British bank Barclays first moved in on Absa a decade ago, and it has not changed its look and feel since.
After Barclays dumped Absa in a shakeup of its global approach, the local bank decided it needed to leapfrog all the changes that had come to the world – and marketing – since then.
"The old Absa and Barclays were much more austere and serious," says Wingfield. "The world now is younger, digital. That's what we're trying to capture."
Along the way, Absa expanded its colour range around the "passion red" of its logo. Using everything from pink to orange "makes us more playful," says Wingfield, but it is also just sensible. Every cell phone and computer screen will display a slightly different shade of red anyway; trying to keep to a pure brand colour is a lost cause.
So Absa's logo button will always be either "passion red" on white, or white on red, but there will be many other warm hues in its branches and in some of its ads.
Including all the forms and all the signs used in some 620 branches scattered throughout the country.
With that kind of scale and spread there will be "something of a lag" until each instance of the Absa brand is updated, says Wingfield.
Source: The Insider
SBV is offering a R1 million reward for information on a cash-in-transit heist that left two guards dead in Tsolo, Eastern Cape, on Friday.
It said in a statement that it took exception to loss of life and was offering the reward for information that would lead to the successful arrest and conviction of those involved.
Police spokesperson Brigadier Vishnu Naidoo previously told News24 that the guards were loading money at an ATM machine near a supermarket when a group of armed men pounced on them.
Naidoo said the suspects fled with an undisclosed amount of money in a hijacked van.
SBV said two of its guards were killed. The driver of the van was unharmed.
Counselling was being offered to those affected.
The company was also offering R100 000 rewards for information on heists that took place in Pietermaritzburg and Hammanskraal on Monday.
Security company Fidelity said on Saturday that despite figures indicating a reduction in cash-in-transit incidents during the month of June, it could be a different story for July.
"This week alone, there have been four cross pavement incidents and three vehicle attacks – one of these occurred in the Eastern Cape and two in Bloemfontein which is worrying as the crime could simply be dispersing into other areas," said Wahl Bartmann, CEO of Fidelity Security Group, in a statement.
Police officials on Friday welcomed the reduction of cash-in-transit robberies in the June figures, saying the implementation of the South African Police Service's nationwide stabilisation programme was paying off.
"These robberies have been reduced significantly by 61% in the month of June 2018, compared to the month of May 2018," Police Minister Bheki Cele and national police commissioner General Khehla John Sitole said in a joint statement.
More than 40 suspects had been arrested since June 4, 2018.
"Four of these suspects rank among the top 20 of identified suspects wanted for similar crimes," the statement read.
Cele and Sitole noted that despite the reduction in incidents, there had been several robberies and attempted robberies on cash-in-transit vehicles in the past week.
Absa is relaunching its brand next week. Last week it applied for new trademarks.
This is it's new (if still officially unconfirmed) logo – though we still don't know what it is doing with all the colours suddenly popping up.
Absa is due to relaunch its brand next week, but trademark filings show what its new logo will look like.
Absa applied for two new trademarks on 27 June, which now form part of public records, first spotted and reported by BusinessTech.
Absa has been using the word "digital" a great deal during 2018, and the new registrations have a distinctly digital feeling to them.
Absa has been dropping pointed hints towards its new identity since March.
It has also been using a range of colours in internal presentations since March – which seemed to have no meaning until similar colours started appearing on an in Absa headquarters in Johannesburg this week.
How the colours relate to the new identity is not clear, and as before Absa has resolutely refused to comment or answer questions.
However, Business Insider South Africa understands that staff in South Africa have been briefed about the new banner under which they will be working, and have kept the plans quiet to date.
Absa CEO Maria Ramos said in March that the new approach "will have something new and something old" "with an identity fit for the modern, new and forward-looking businesses we are creating."
"We are bringing Africa into Absa," she said.
Credit: Business Insider