Branding
To cement the union achieved in 1998, it became clear to someone that the Absa brand had to be reinvented. In 1998, Absa decided to adopt a single brand and provide an array of financial services – a one-stop shop supposedly offering "simple, uncomplicated banking relationships, value for money, stability, convenience and superior customer service".
In creating this new Absa corporate identity the colour red was made more prominent throughout Absa branding. It developed into a differentiating factor between the four main competitors. According to the company, the colour red is associated with excitement and energy and it gives Absa a modern feel.
Read more about this topic: Absa Group