The state-owned State Bank of India, after merging with its five associated banks will be the largest lender in the country. The five associated banks would exhibit the SBI’s signage and logo from April 1, 2017, with its sterling keyhole set. However, the minor changes have been made to the SBI logo in terms of design and colour.
The background of the original SBI sign board has been changed from white to inky blue. whereas the SBI logo has been changed to few
shades lighter version. On the design, “SBI” legend will be seen in white
colour and will be written in a new font called Effra. The designing and
rebranding has been done by a company called Design Stack. The move is part of
the bank's larger goal to project a unified image, which will see all the five
associate banks speaking the same language.
Coming to the promotion of this huge bank, R K Swamy Bbdo and DDB Mudra have been roped in to take care of the campaign. The last time such a rebranding exercise was undertaken was in 1971, after the government nationalised banks under former Prime Minister's Indira Gandhi regime.
SBI's Managing Director Dinesh Kumar Khara in charge of associates, said, "We want to give a fresh look to SBI and from April 1, the rebranding will begin and the SBI boards will be put up on all branches of associate banks."
The entire merging process will be completed in three months said the officials. In February the government gave its final nod to merge five SBI associates - State Bank of Bikaner and Jaipur (SBBJ), State Bank of Hyderabad (SBH), State Bank of Mysore (SBM), State Bank of Patiala (SBP) and State Bank of Travancore (SBT) - with itself.
