MUMBAI: Dhanalakshmi Bank is shedding its navy blue look as it unveils its corporate identity makeover.

The new logo sports a purple colour that stands for wealth and prosperity. The colour, the bank believes, would act as a brand differentiator from the other pack of financial services outfits that have crowded the marketplace.
 
The bank has also changed the spelling of its name to ‘Dhanlaxmi’. Additionally, building on the eight decades of heritage, the bank has added ‘established 1927’ as part of its new identity.

Says Dhanlaxmi Bank MD and CEO Amitabh Chaturvedi, “In our endeavour to create one of the large top quality private sector banks in India, the brand transformation is a key area of focus. I am confident that the new corporate identity and communication strategy would characterize our new value proposition - relevance, convenience and clarity - for our customers."
 
International branding and design consultancy Fitch has designed the new identity for the bank. The brief given was – ‘evolve by modernising but maintain the core value of trust’.
 
Avers Fitch MD South Asia David Blair, “With the passage of time, the context in which a brand operates changes in terms of its customers’ mindsets and values. We are delighted to be associated with Dhanlaxmi Bank at this critical stage in the bank’s history, and are confident that the new identity will continue to appeal to the existing customer base while creating excitement among future customers of all demographics.”

Dhanlaxmi Bank has appointed O&M to partner them for their advertising. The ad campaign is expected to launch in the next financial year.