Federal Bank has unveiled its refreshed brand identity that reflects its evolution and desire to be contemporary and future-ready respectively. 

The intent behind the refresh was to enhance the recognition and differentiation for the Federal Bank brand, with an aim to ensure a distinct, coherent, and continuous visual language across their physical and digital assets. The design aesthetics support the brand to imprint itself in a contemporary manner amongst the next generation of customers. The new identity is reflective of the Bank’s steady progression from a locally trusted brand to a national player with an increasing global presence in key businesses and markets.

The brand refresh comes on the back of a strong push to increase wallet share across customer segments, scale new business, and leverage technology to create experiential differentiators. It is also aligned with its efforts to strengthen on-ground market presence—bringing emerging markets into prominence and enabling established markets to evolve into dominant contributors to the Bank’s portfolio. 

The rebranding leans into the strengths while vaulting it for continued present day credibility and visibility. The “familiar yet fresh” look carries forward the brand’ legacy, while aligning with the aspirations of a younger, digitally empowered audience, according to the brand.

The new logo and insignia enhance visibility, legibility, style, tone, colour usage and adaptability. It underlines the warmth and approachability of the bank’s business philosophy. The sentence-case format has given way to balance between professionalism and friendliness.

MD and 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”.

M V S Murthy, chief marketing officer, 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.”

The refreshed identity was shaped in close collaboration with Sideways, bringing together strategic clarity and creative expression to articulate Federal Bank’s evolving role as a digitally confident, nationally present institution with human connection at its core.

Abhijit Avasthi, founder, Sideways, 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.”

The launch took place in the presence of the Bank’s leadership and the brand ambassador Vidya Balan at Mumbai.