Westpac Banking Corporation, one of Australia’s largest financial institutions, has used a stylised red “W” as its core brand mark since 1974. The mark predates the Westpac name itself, having been created for the bank’s predecessor, the Bank of New South Wales, and it has remained the cornerstone of the visual identity through subsequent name changes and brand refreshes.[1]
Design and History
In 1974, the Bank of New South Wales commissioned Dutch-born Australian industrial designer and graphic artist Pieter Huveneers to replace its elaborate heraldic crest, which featured a kangaroo, a black swan, the rising sun and symbols of wheat, wool, beef and mining, along with the Latin inscription “Sic Fortis Etruria Crevit.”[1] Huveneers, who also designed logos for Australia Post and Myer, created a striking, simple red “W” for the bank, which was then known colloquially as “The Wales.”[1] The new mark was so successful that within seven years it achieved a brand recognition rating of over 78 per cent.[1]
In 1981, as the Bank of New South Wales prepared to merge with the Commercial Bank of Australia, Huveneers was called on again to develop a new name that would satisfy both institutions. He proposed “Westpac Banking Corporation,” explaining that the name implied “a new attitude, a totally new look, and the Bank’s involvement in the Western Pacific region.”[1] The name allowed the continued use of the red “W,” which was retained in a slightly deeper shade of red and paired with silver elements. Huveneers noted that “the use of silver ties in with the need to represent Westpac as a modern and sophisticated group.”[1]
There have been slight tweaks to the red “W” over its fifty years, but the core design has remained consistent since 1974.[1] Westpac’s official brand guidelines describe the “W” as “the cornerstone of our visual identity” and note that it “plays a huge role throughout the new look and feel of our identity.”[2]
Meaning and Symbolism
The “W” was chosen because the Bank of New South Wales was then known colloquially as “The Wales.”[1] When the Westpac name was constructed in 1981, it was designed to reflect the bank’s involvement in the Western Pacific region while also permitting the continued use of the successful “W” mark.[1] The silver elements added in 1982 were intended to represent Westpac as “a modern and sophisticated group,” with Huveneers describing the combination as “not ostentatious or pretentious” but striking “a happy medium.”[1]
Typography and Design
Westpac’s brand guidelines identify a custom primary typeface simply called “Westpac.”[3] The bank’s brand guidelines also specify that the logo should not be altered in transparency, outline, colour, or with effects such as drop shadows, and that corners should not be rounded off.[3]
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