HC3031 Trends: Design Expertise & Commonwealth Bank of Australia

This report reviews the design expertise utilized by the Commonwealth Bank of Australia, highlighting how design has become a crucial tool for modern business models and innovation. It emphasizes the importance of design expertise in creating a brand impression and finding a market niche, referencing Ikea as another example of successful design integration. The report details CBA's Designing Jam program and innovation labs as examples of their commitment to design, engineering, and innovation, aimed at inspiring youth and small businesses. The analysis extends to the bank's logo, explaining its symbolism and connection to the bank's identity. Ultimately, the report concludes that CBA effectively uses design expertise across all aspects of its business to drive innovation, expand its reach, and maintain a competitive edge.

Design Expertise and
Australia’s Commonwealth
Bank
A Review of the Designing Policies

Introduction:
Designing has become an excellent tool for the present-day business
models.
• Designing is essentially a part of art which has now become a business
tools, recognized as innovation in the process.
• The designing processes followed by the organizations is a human-
centered approach and the type of innovation that put together the
requirements of the customers as well as the business profits and
includes the possibilities related to this innovation process and
integrate these with the approach of the designer.

Designing Expertise:
• The designing expertise refers to the works of an expert and the
requirements that are made from him and the business that the
expert can provide or is willing to provide.
• The experts must be dynamic.
• Designers are instrumental here as they are the one making decisions.

Importance for Designing
Expertise:
• The most important concern is finding a niche in the market and
creating a brand impression upon the customers.
• Utilizing graphic designs for the products, is seen to be an integral
process and step, in establishing a brand impression, and further in
maintaining the same.

Ikea and Designing expertise:
• It is a Swedish company, conducting business since,1943
• The company has changed the face of the furniture by using ground
breaking designs as well as addressing the needs of the customers.
• The designing experts of the company has stated that the company is
aiming to sharing and introducing unique tips and trends in the
modern-day world and improve the ideas of planning for home.

Commonwealth Bank of
Australia:
The Commonwealth Bank of Australia, is conducting business in the country since 1911.
Undergone through many changes, the bank has a dynamic approach, adapting and accounting
to the needs and requirements of the population of the country.
Therefore, to understand the designing processes of the bank, followings can be reviewed,
The designing Jam Program-
The Designing Jam program that they have included in their approach, is a workshop
program, that is focused upon
•inspiring the youth of the nation with exciting and challenging works.
•focuses upon a learning program, including an innovation in the process of learning.
•They had incorporated graphic representation a designing into the strategy, to appeal to the
youth of the country, while introducing the idea.

Commonwealth Bank of
Australia Contd…
The Labs of the Organization:
• The labs that the organization has, uphold an excellent example of
designing, engineering and innovation.
• The main aim is to inspire and share the innovative approaches among
the nation
• Also the aim was to, share the methodologies and insights of their
business program, in order to inspire the small business houses and
also to provide consultation to the same.
• While promoting the business plans, the organization had relied upon
designing expertise to market their idea.

Commonwealth Bank of
Australia Contd…
• The consultancy farm of the bank helps other corporates and start-
ups and help them with the planning of their business program.
• The consultancy services also enables the company team up with the
start-ups and other corporate houses and make their innovative ideas
come true.

The Logo
If we discuss about the logo of the bank itself, we can see that there is a yellow diamond,
which stand for the southern cross constellation and the there is a black swoosh in the
corner. The logo entails upon the following points-
• The yellow diamond, stand for the southern constellation,
• Each of the corner represents one of the five stars, and the black wedge completes the
diamond shape.
• The representation of the southern constellation shows the nature and character of the
bank.
Furthermore, the company is in the market for so long a time that everybody knows its
name that it does not even use its full name in the logo and if one looks close enough to the
name, the person can see that the double “m” in the name of the bank are joined together at
the hip, sharing a stalk in the center. This entails that they have something ‘common’, in the
name commonwealth.

Conclusion
The Commonwealth Bank of Australia, is observed to be using the
designing expertise, in all of its business aspects, and is not just
restricted to one particular service or product, as it shows the
innovative nature and as it helps the company to reach to maximum of
people, belonging to all sectors and all layers of the society. Further, the
process of innovation helps the organization to expand and explore in
all nooks and corners of the industry, and thus, provide the company
with an advancement in its position in the market.