Dhanlaxmi bank sports a new look and logo

The 82-year old Dhanalakshmi Bank, fast emerging as one of the leading private sector banks of the country, unveiled its new corporate identity today by releasing a new logo and its name spelt as 'Dhanlaxmi'.

The new identity exudes a modern, vibrant and contemporary look while retaining the core values of trust and heritage built by the bank over its long history, the Kerala-based bank said in a press release here.

The New Logo sports a Fresh Purple colour, which signifies ‘Wealth’ and ‘Prosperity’ and has been chosen to differentiate the brand from the clutter of financial services brands. The Bank’s name remains unchanged but it will now be spelt as 'Dhanlaxmi'.

Also, to build on eight decades of its rich heritage and trust, the bank now has added ‘established 1927’ as an integral part of its new identity.

It has embarked on a high growth strategy, recently crossing the Rs10,000 crore business mark and exponentially growing in its branch network and ATM’s catering to the growing financial needs of the new age Indian.

It has also ventured into new areas of financial services like investment banking and will soon launch mutual funds and venture capital businesses.

According to Amitabh Chaturvedi, managing director and CEO, Dhanlaxmi Bank, to create one of the large top quality private sector banks in India, the brand transformation was a key area of focus. 

The Bank appointed FITCH, leading international branding and design consultancy, for designing the new identity. The brief given was simple- evolve by modernising but maintain the core value of trust.

Sheran Mehra, Head Marketing & Corporate Communication, Dhanlaxmi Bank, said 'The new identity reflects the Bank’s growth aspirations in the context of evolving demographics of the young India. Retaining the brands core strengths and values, the new identity is aligned to attitudinal position of today’s youth -- modern yet rooted in tradition”
   
David Blair, MD Fitch South Asia said, '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.”

The bank had also appointed O&M to partner them for their advertising and was likely to launch its advertising campaign in the next financial year.

As of March 2009, the Bank had a total networth of over Rs400 crore, total deposit worth Rs4,969 crore and advances worth Rs3,245 crore. It had booked a profit of Rs57.45 crore in the last financial year.