Rest, one of Australia’s largest superannuation funds, has introduced a new logo and rebranding effort to modernize its image and make its services more accessible. The new visual identity aligns with the company’s mission to provide simple and convenient financial services, particularly to a younger audience, and focus on simplifying the retirement experience for its two million members.
The previous logo’s blue and turquoise palette conveyed reliability and calmness. The rounded, flowing typeface gave it a friendly and approachable look, with a key design feature—the connection between the letters “R” and “t”—symbolizing harmony and unity. The overlapping blue and green tones communicated security and longevity, though the color transitions could seem overly complex.
In contrast, the new logo is much simpler and more vibrant. While it retains the connection between the “R” and “t,” a bold, bright green has replaced the complex color transitions. This color represents growth, sustainability, and financial well-being, aligning with the fund’s values. The updated typeface is more assertive and contemporary, giving the logo a clean and memorable look. This design is meant to resonate with a younger, dynamic audience while keeping the core elements of trust and stability.
The bright green suggests freshness and reflects environmental awareness and long-term financial security, which are important values for a superannuation fund. The simplicity of the design makes the brand more accessible and easier for members to recognize and engage with.
The streamlined logo reflects Rest’s commitment to empowering its members by simplifying financial concepts and building confidence in their financial futures. The fresh design and vibrant color palette make the new identity approachable and relatable, appealing to current and future members.
