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SBI Card revamps brand identity, unveils new logo

Aimed at appealing to the young India, the new brand identity has been conceptualised and created by one of the leading international brand consultants Super Union

SBI Card has unveiled its new brand identity designed to appeal to the millennials. The redefined identity reflects the brand’s contemporary and youth-focused outlook and its endeavour to build a stronger connect with millennial consumers.

As part of the brand makeover, SBI Card has unveiled its new logo. The logo retains the iconic blue Keyhole and SBI wordmark for the immense trust, credibility and heritage that the mother-brand SBI lends to the brand while the styling for the word ‘Card’ has been changed to a more approachable typeface. Overall the font and design have been made younger, friendlier and more contemporary. The new logo is a balance between the brand`s heritage and the progressive approach it has internalised.


SBI Card’s new brand identity has been conceptualised and created by one of the leading international brand consultants Super Union. Super Union has, in past, worked on several successful rebranding exercises for many brands in India.

According to a press statement from the company, SBI Card has earned the trust of over 7.5 million cardholders and established itself as a pioneering force in the digital payments space over the last two decades. “While the SBI Card brand name is synonymous with this strong legacy of trust and credibility and is backed by the heritage of the SBI mother brand, the organisation also has a very agile, consumer-focused and progressive outlook and has been at the forefront of innovation in the digital payments business,” it said.


The company believes that the new identity will mirror the organisation’s forward-thinking approach and resonate with young India.

Hardayal Prasad, MD and CEO, SBI Card, said, ’We are delighted to unveil our new brand identity which we believe will appeal to the modern sensibilities of the new India. With millennial consumer segment set to increase to 410 million by 2020, we have, over the past few years been focusing our efforts at developing best in class solutions designed to meet their needs. As a brand we aspire to play a key role in enhancing and enriching their lives and fueling their ambitions. Our new identity reflects that we are ready for young India, building on the solid legacy we have developed over 2 decades.”

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