Brand overview
About our brand
Our brand is always growing and evolving, just like our business. It's designed in ways that enable us to live and breathe the full diversity of stories that make us uniquely Macquarie. Our brand guides all our communications and experiences: it expresses who we are, what we do, how and why we do it.
As a global brand comprising diverse businesses, our brand framework can flex and adapt to tell many different stories from a range of perspectives. We want to tell our story - clearly, powerfully and memorably.
Our purpose
Our purpose is at the heart of our brand, guiding and driving everything we do. Our brand provides the platform for delivering our purpose through our actions, behaviours and communications.
Our brand is more than the logo you see. It’s also the words we say, the experience we create, the feeling we provide and the impact we have in the world.
Our brand framework
Our brand framework aligns our purpose and principles with our brand principles and brand personality for a more unified and impactful brand experience.
This framework shows you how to use all our assets, to create engaging and differentiated client, customer and employee experiences. This includes guidance on typography, colour, imagery, layout and creative approach.
Purpose
Empowering people to innovate and invest for a better future.
Principles
Opportunity
Accountability
Integrity
Our brand architecture
This framework helps us think systematically about where a new or existing business or product fits in our global brand hierarchy.
Macquarie Group adopts an agile master brand approach to meet the evolving needs of our global business, capitalise on new opportunities while also building equity in the master brand.
Our most visible customer facing brand is Macquarie Bank, our flagship brand.
We also have endorsed brands which are fully owned by Macquarie but may have their own identity.
There are many other brands that form part of Macquarie’s global brand portfolio. For more information, please email brand@macquarie.com
Our brand principles
Expert Advantage
Offering access to Macquarie’s intelligence and expertise.
Unseen Opportunity
Capitalising on opportunities to shape and create the future.
Enriching Lives
Making a difference to people’s everyday lives and the communities in which they live.
Real World Impact
Helping to build a more prosperous world for the benefit of all and creating economic impact at scale.
Our brand personality
Curious
We continually unearth opportunities and seek better ways.
Entrepreneurial
We are insightful, emotionally intelligent and bring a competitive edge.
Connected
We are connected in everything we think, say and do.
Grounded
We are pragmatic optimists (not idealists); we take a long term view.