Federal Bank unveiled a refreshed brand identity as it prepares to enter its next phase of growth, reframing the conversation from numbers to narrative. The update marks a strategic moment for the 94-year-old institution, which is expanding into new businesses, products and customer segments. Bank leadership positioned the exercise as a recalibration rather than a reinvention—aimed at keeping the brand’s core values intact while making it more relevant to contemporary audiences.
At the centre of the refresh is a redesigned ‘F’, referred to internally as the Fortuna wave. The symbol is built around three ideas: Authenticity at the base, Prosperity at the core, and Togetherness at the top—principles the bank says have long guided its culture but are now being expressed more clearly through its visual identity. The new icon is designed to work flexibly across platforms, allowing the brand to communicate meaning even without words, while reinforcing Federal Bank’s balance of digital capability and human engagement.
In a conversation with IMPACT Magazine, MVS Murthy, Chief Marketing Officer, Federal Bank, said the timing of the refresh was driven by convergence rather than urgency. “There are new products, new services, new markets and a need for a new generation of customers to come in. All of this coming together made us feel this was the right moment,” he said, adding that the brand promise of 'Rishta Aap Se Hai, Sirf App Se Nahi' is not an advertising construct, but something that must be experienced through consistent behaviour across branches, teams and customer touchpoints.
Watch the complete interaction video below:
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