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IDFC Bank’s new brand identity reflects the diverse, vibrant India

The contemporary wordmark and identity that is aimed at both rural and urban consumers has been created by Alok Nanda & Company

BestMediaInfo Bureau | Mumbai | September 28, 2015

IDFC-Bank-Logo

IDFC Bank has unveiled its new logo and visual identity created by Alok Nanda & Company (ANC).

Alok Nanda Alok Nanda

Alok Nanda, Founder and CEO, Alok Nanda & Company, said, “The brand identity is unconventional, in keeping with IDFC’s approach to banking. We worked closely with the core management team to evolve the positioning for the brand and the identity.”

Dr Rajiv Lall, Executive Vice-Chairman and Managing Director, IDFC Bank, added here, “A brand isn’t just advertising or a message that we promote. It has to be a philosophy we believe in every day to ensure our customers experience it, in what we say and do. We were keen on a logo that captures the vibrant colours of our nation. Our new logo reflects this diversity and is symbolic of the upcoming colours of change in banking to meet the rapidly changing expectations of consumers.”

The identity had to address three challenges. The first challenge was to make an institutional brand relatable. The design solution had to work for urban and rural India without compromising its appeal to either. The identity ANC created works as a vibrant, approachable signage in rural India and looks equally cool on the backlit screen of a smartphone.

The second challenge was to create differentiation for IDFC Bank. The new IDFC Bank logo does not have a separate symbol, rather the logo is the symbol. The palette is bright, warm and un-bank-like, with violet, yellow, pink and orange that symbolises transformation, energy, youth and optimism – the qualities of modern India.

The third challenge was to make the identity future proof. It had to work for not just how banking is today, but how it will be tomorrow. The new identity is designed to appeal to a new generation of consumers who are growing up online.

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