(Est. 1994) “Members Equity Bank Limited, operating as ME, is a national bank based in Melbourne, Australia. Founded in 1994 as Super Member Home Loans (SMHL) by Australia’s Industry Super Funds, SMHL became Members Equity Bank in 1999, and received a banking license from the Australian Prudential Regulatory Authority (APRA) in July 2001. Initially founded to offer access home loan products, ME Bank today focuses on providing a range of low cost banking products including home loans, term deposits, and transaction accounts for individuals and businesses.” (Wikipedia)
Major changes include a contemporary black-and-white logo boosted by clean and colourful imagery and an official name change that embraces how the majority of customers were instinctively referencing the Bank — i.e. 'ME', pronounced like the pronoun 'me'.
The Bank's name change has also been extended to it tagline — 'make the most of ME' — combining the duality of 'me' as a person, and 'ME' as a bank.
Images (opinion after)
Oh boy. The old logo was pretty bad, forcing a face into "me" with a droopy, booger-like extension of the "m" to form the nose. Just… no. Then, whatever that font was, they didn't even extend it into the word "Bank", instead going with FF Meta. You would think it would be easy to improve on it but the new logo doesn't. It's not that it's worse, it's a different kind of bad. The fusioned "m" and "e" make for a very uncomfortable pair of letters and give the face a crazed look. The execution is all over the place too, with one thickness for the stroke, one for the letters, and one for the smile. I guess it's friendlier but that's about the nicest thing I can say. The use of the word "me" in their applications is very expected but at the very least they seem to be genuinely having fun with it. But, still, just… no.
Thanks to Sarah Portanier for the tip.