Maybank completes its ‘re-branding’ of Merdeka 118 much to the chagrin of online critics

THERE was plenty of hue and cry when the plans were unveiled to place Maybank’s corporate logo atop of national landmark Merdeka 118 which is currently ranked as the second-tallest building in the world at 678.9 meters after the Burj Khalifa in Dubai.

There was even more brouhaha when images were circulated on social media that the bank had performed a U-turn in face of public criticism. However, that turned out to be fake news.

As the anchor tenant of the building, Maybank said it was accorded the right to display its signage under the tenancy agreement – a privilege Malaysia’s largest bank by total assets and market capitalisation said it takes seriously.

As reported in Advertising and Marketing, Maybank’s executive vice president Shazlina Mohd Suffian framed Maybank’s emblem as a symbol of continuity that is reflective of the bank’s journey alongside Malaysia since its establishment three years after independence.

“Having our emblem on the building is therefore a symbol of continuity, of a home-grown institution that has stood with the nation from its earliest days, now standing tall as Malaysia reaches new heights on the global stage,” she outlined.

Shazlina who is also Maybank’s group head of brand and marketing also emphasised the care and thoughtfulness behind its decision.

“This was not a decision we took lightly. Being the first signage to appear on one of the tallest buildings in the world carries both privilege and responsibility,” she pointed out while stressing that the final design was carefully developed to complement – rather than dominate – the tower’s profile.

“We’re acutely aware that the building is not just another skyscraper,” Shazlina further noted.

“It’s a national icon that symbolises Malaysia’s ambition and progress. That meant our emblem had to be placed with the utmost care to ensure that it’s practical and recognisable yet respectful and balanced within the design of the tower.”

Agree to disagree

As highlighted by Carta Pop Msia (@cartapop) on X, the re-branding exercise is now complete. With the signage clear for all to see, is it “respectful and balanced within the design of the tower”.

However, some Malaysians did not seem to think so, being aggrieved that the landmark had been besmirched with corporate branding.

Entrepreneur/investor Datuk Omar Mustapha even found it “jarring” and suggested removal of the signage at a later date.

The tower which was inspired by Tunku Abdul Rahman’s iconic pose in declaring independence, now seems to conjure images of the nation’s first premier’s headgear being adorned by a sponsor’s logo.

Editor’s Note: Omar who is also an Eisenhower Fellow had in an earlier post highlighted that “none of the world’s top 10 super-tall towers – whether commercial or mixed-use – carry corporate logos at their crowns”.

One observer pointed out that the feeling of pride from seeing the building being prominently featured in Hollywood blockbuster The Thunderbolts* has now been erased with the corporate branding exercise.

However, true to the age-old adage that beauty lies in the eyes of the beholder, there were those who found the new signage to be aesthetically pleasing.

The primary concern remained that corporate branding exercises took precedence over national identity. Should PETRONAS have its logo adorning the Twin Towers? “Where do we draw the line?” was the pertinent question by one disgruntled commenter.

Is this the inevitable sign of progress? Are Malaysians out of touch with commercial realities or are they right in sounding their displeasure at a purported national landmark being turned into a giant billboard for a bank? – Sept 30, 2025

 

Main image credit: Instagram/@aereonwong

Subscribe and get top news delivered to your Inbox everyday for FREE

Latest News