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SBI is instantly new, yet recognisable

The public sector brand unveiled its new brand identity which is designed to position SBI as technology savvy, modern and progressive bank

State Bank of India (SBI) unveiled its new brand identity, designed to position SBI as a technology savvy, modern and progressive bank, ready to meet the financial needs of its customers.

Arundhati Bhattacharya, Chairman, SBI, said, “In recent years, SBI has accelerated its efforts towards developing digital products and services. Also along with the merger, SBI now becomes one of top 50 global banks. Hence, we felt the need to position SBI as a contemporary brand, ready to connect with a diverse audience in a world that is rapidly going digital.”

While the SBI monogram has been the de-facto symbol of State Bank of India, combining it with the abbreviated SBI word mark is pivotal to the new identity. It makes the brand more concise, modern and approachable, infusing new energy, while retaining its core values.

The monogram has been refined for greater clarity and ease of use. The iconic SBI blue has been refreshed, and the family of colours expanded for scale of usage and approachability. The overall visual language has been designed to ensure consistency and recall across all touch-points.

Dinesh Menon, Chief Marketing Officer, SBI, who led the project of change in brand identity, said, “The challenge was to arrive at a fresh perspective, while retaining the brand’s iconic stature. Strategically, it needed to be ‘instantly new, yet instantly recognisable.’ The new identity symbolises the forward movement of SBI into a modern India, ready to service a new generation of consumers with new services with a renewed vibrancy.”

SBI’s top management and the SBI brand marketing team, led by Menon collaborated with the founding partners of Design Stack (a Mumbai-based branding and design agency), Priyanka Bhasin and Anoop Patnaik, to develop the new identity.

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