ASIC plans to rebrand itself as “strong, vigilant and fair”

By Stephen Long

As rebrand plans go, it was more of a tweak than a full reno. But a proposed revamp of the “visual identity” of the corporate and financial services watchdog gives an insight into how the often-maligned regulator sees itself and wants to be seen. “We want the public to be confident,” the Australian Securities and Investments Commission told the creative agency Folk Pty Ltd.

“We need to be respected. Not loved. Strong. Accountable. Firm/fair. “Finger-on-the-pulse. Contemporary. Informed. Vigilant. Transparent. Responsive.” That’s the image ASIC wants to project, according to a document that’s fallen into the hands of the ABC.

“Dynamic, balanced and strong”

Folk was bidding for the business of sprucing up ASIC’s logo and the graphics on its publications. In language reminiscent of the refrain of the pigs in George Orwell’s Animal Farm, its pitch described the logo thus: “Symbol good. Type Bad.” The typeface was “meek”, apparently. “Quiet and a bit bookish.”

ASIC sought something that would show a “dynamic” regulator that was “balanced, unwavering, strong”. Bolder lettering was a no brainer, the creative agency suggested, but it didn’t stop there — much could be achieved with bolder borders around the corporate logo. And bold lines on letters and publications. A bold dash, here and there.

The creatives outlined a series of different symbols and styles for reports or presentations to present ASIC in different modes — “Watch and act”, “boundaries” (or laws and rules) and “activity”, with images that tread distantly on the far reaches of the trail blazed by Mondrian. Or maybe Mr Squiggle.

Whether the pitch was successful, and how much the entire endeavour cost, we do not know. All may be revealed at some stage by a corporate watchdog that wishes to be viewed as “transparent” and “accountable”.