Federal Bank has unveiled its refreshed brand identity, The Fortuna Wave, at an event in Mumbai attended by the Bank’s leadership and Brand Ambassador Ms Vidya Balan.
The refresh is aimed at strengthening brand recognition and ensuring a consistent visual language across physical and digital platforms. According to the Bank, the new identity reflects its progression from a locally trusted institution to a national player with a growing global presence.
The Fortuna Wave insignia represents authenticity, togetherness and prosperity. The Bank said the updated design supports its focus on increasing wallet share across customer segments, scaling new businesses and using technology to improve customer experience, while also strengthening market presence across emerging and established regions.
Federal Bank stated that the refresh builds on its long-standing relationships across generations and its positioning of being “Human at the Core, Digital at the ForeTM”. The revised identity is intended to retain familiarity while aligning with the expectations of younger, digitally engaged customers.
The word mark has been updated with a rounded, fluid typeface, while retaining the italicised style and the yellow underline. The boxed structure has been removed to allow greater adaptability across formats. The Fortuna Wave insignia has been simplified for use across digital and physical touchpoints, with multiple variations designed for different contexts. The colour palette has also been updated to improve distinction while maintaining associations of trust and reliability.
Commenting on the brand refresh, Federal Bank's MD & CEO KVS Manian said, “Our refreshed brand identity represents a gentle evolution rather than a change in direction. This renewed expression brings a more contemporary and dynamic presence. It signals our preparedness for the future, without losing sight of the principles that have always defined us. While the look and feel have been renewed, the heart of Federal Bank remains the same. The core values that have shaped us over decades—trust, authenticity, and a deep commitment to our customers—continue to guide us”.
Speaking on the Brand intent, Federal Bank's Chief Marketing Officer M V S Murthy said, “Being a legacy brand gives us a vantage point to bring the best of our past, into the present and fuel our future progress. Across the time lapse, a Brand Refresh is a great opportunity to be contemporary as we enhance our product and service propositions. Visual connect, though has many an unspoken word, it is the first impression for a brand. Discerning generation of customers coming up seek for more intuitive expressions of communication. Our refreshed identity morph into the Fortuna Wave promise Authenticity, Prosperity and Togetherness. These are Brand Values we cherish and demonstrate our intent through our engagements and experiences curated out for the Brand.”
Vidya Balan, the Brand Ambassador during the event said, “Federal Bank reflects an institution secure in its foundations, clear in its direction, and committed to building a strong, sustainable franchise for the future. In my profession, there is a constant need to refresh and reinvent oneself. You are as good as your last hit. I feel overjoyed when the Brand whom I represent, take equal amount of conscious effort for strengthening relevance. Their effort comes at a time when discernment is sharp amongst audiences.”
The refreshed identity was developed in collaboration with Sideways.
Sharing perspective on the brand’s evolution, the Founder of Sideways, Abhijit Avasthi, said, “At Sideways, our role was to help Federal Bank express who it has already become. This refresh is not a reinvention but a considered evolution: one that carries forward the trust the Bank has built over decades while giving it a more contemporary, digital-first expression. Every element of the identity was designed to balance progress with familiarity, ensuring it feels confident and future-ready without losing its human core. The result is a brand that is clear in its purpose, secure in its foundations, and ready to serve a growing, changing nation.”
