Maybank responds to public backlash: 'Emblem on Merdeka 118 building a symbol of continuity'

Maybank has responded to public discussions around its decision to place its emblem atop Malaysia’s iconic Merdeka 118 tower, highlighting that the move is about more than brand visibility.

As the anchor tenant of the building, Maybank said it was accorded the right to display its signage under the tenancy agreement. A privilege the bank says it takes seriously. In conversation with A+M, Shazlina Mohd Suffian, Maybank's executive vice president, group head of brand and marketing, framed Maybank's emblem as a symbol of continuity, representing 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 homegrown institution that has stood with the nation from its earliest days, now standing tall as Malaysia reaches new heights on the global stage,” she said. 

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She also emphasised the care and thoughtfulness behind the 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,” noting that the final design was carefully developed to complement, rather than dominate, the tower’s profile. 

"We were acutely aware that the building is not just another skyscraper. It is a national icon that symbolises Malaysia’s ambition and progress. That meant our emblem had to be placed with the utmost care, ensuring it is practical and recognisable, but also respectful and balanced within the design of the tower," said Shazlina.

Maybank also framed its presence as an extension of its purpose, “Humanising financial services,” stressing that the signage reflects people-centred progress rather than mere brand visibility. “Moving forward, we hope Malaysians will see this not just as Maybank’s emblem, but as a reflection of themselves. Their resilience, their achievements, and their aspirations,” Shazlina said. "Just as Malaysia has risen in confidence and stature, Maybank too has grown with the nation, always with humanity at the core of what we do."

Beyond national symbolism, Maybank highlighted the international significance of the move. "The building is already capturing the world’s attention as one of the tallest and most iconic towers. If our presence on the tower helps the world see Malaysia’s strength and spirit more clearly, then we are proud to play even a small part in that story," she added. 

"Just as our tower in Singapore has become a familiar backdrop for the city, we believe the building will allow Kuala Lumpur to shine internationally, with Malaysia at the centre of that pride, and Maybank honoured to stand alongside it."

What sparked the public discussion

As Maybank prepares to move into Menara Merdeka 118, where it will occupy 33 floors, the bank began installing its emblem atop the building, having been granted naming and signage rights under its tenancy agreement. Photos of the installation shared by netizens on social media sparked public discussion, prompting several news outlets to report on the matter.

The Rakyat Post's report titled "Rage over Maybank signage on Merdeka 118 – Here’s why", highlighted that many netizens on X and Threads were not pleased to see the signage which marred the look of the tower, while some others had no issues with the logo placed atop the tower. Meanwhile, a NST report titled "Confusion and thumbs down over Maybank sign on Merdeka 118" covered the public backlash about the sign's installation.

According to findings provided to A+M by CARMA, Maybank’s naming rights on Merdeka 118 have sparked significant online controversy across multiple social medias. Users had criticised the commercialisation of a national landmark, questioning the aesthetic and symbolic impact of the logo placement and the bank’s branding strategy.

Conversations about Maybank before the signage were 31% positive and 11.2% negative. After the reports on the signage, sentiments of conversations shifted to 5.7% positive and 52.9% negative on 21 September.

Meanwhile, media intelligence firm DATAXET Nama had found that overall sentiment surrounding Maybank's new signage on the Merdeka 118 tower was predominantly critical (85%), with aesthetic concerns topping the discussion. Around 38% of comments described the sign as visually unappealing, citing its yellow colour as clashing with the tower’s sleek design and suggesting alternatives like silver or minimalist logos. 

A further 25% of netizens argued that a commercial logo on the building undermines its status as a national landmark, asserting that Merdeka 118 should remain free of branding to preserve its cultural and historical significance. About 15% explicitly called for the sign to be removed, modified, or relocated to reduce its visual impact. 

Some comments drew comparisons with other iconic skyscrapers, such as the Petronas Twin Towers or Burj Khalifa, noting that prominent towers typically avoid large corporate logos to maintain aesthetic and symbolic value. However, around 10% of reactions supported Maybank’s move, highlighting its rights as the anchor tenant and financial contribution to the building, and framing the signage as a legitimate business decision within the context of its relationship with PNB.

Public reactions to Maybank’s Merdeka 118 signage revealed three key themes. Many expressed dissatisfactions with the tower’s new aesthetics, describing the yellow logo as “cheap” or unappealing and suggesting a preference for a plain, logo-free design. Others felt the branding undermined the building’s national identity, comparing it to unbranded landmarks like KLCC and voicing frustration over the perceived loss of Merdeka 118’s symbolic value.

A smaller portion of commentary focused on the business and ownership context, noting Maybank’s rights as anchor tenant while raising questions about PNB’s role and the financial arrangements behind the signage.

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