On September 22, 1991 the largest merger in Dutch business between ABN and AMRO Bank was officially implemented.
Brad Green of the prestigious American-British advertising and marketing agencies “Landor Associates” designed a most striking advertising line and a new trendy logo.
All employees received a brochure with the brand new, international lay out and a large poster with the green-yellow logo on it. A package leaflet described, that “we all have to be proud of such a unique new bank” and invited “to express to the finest detail what you think of the new logo”. And: “Contributors of the most original reactions will be rewarded with a lasting artifact” All work station screens showed the new logo! Spontaneously a group of colleagues gathered round my desk. “Look”, explained a computer-literate colleague, “when you click with the arrow on the logo” -he showed it- “it becomes larger and larger.” He mouse-clicked a few more times until the logo filled up the entire screen:
Responses (pros and cons) tended to infinity:
“It looks like the door of a safe!”
“My mouth starts to water with such sweet colors!”
“Is not it turned upside down?”
“It looks like the old AMRO logo, but then without that hole in the middle!”
“Why did they cut the two lower corners off?”
“Is it a shield?”
“Shields are usually round, right?”
“Will there be discussion groups like ours in all our offices worldwide?”
“That means that there are over a hundred thousand people not working right now!”
Our manager came in and joined us. “Such a world famous advertising and marketing agency makes a profit of hundreds of thousands of guilders, may be even a million out of this”, he ascertained. Pondering he added: “So there has to be a hidden vision. A massage…But which?”
A colleague, back from lunch, walked along my desk and took a cursory look at my screen. “Oh, I see”, he said loosely, “it means that from now on we are allowed to go home at three thirty PM!”
 The logo shows a shield, that symbolises reliability, tradition, protection and security; The colour combination green (turquoise), yellow and grey separates the logo from predecessors and competitors, where it is adhering modern, sophisticated and clear.
 “The old AMRO Logo”:
 We had Dutch guilders until in 2002 the Euro came in.