Dhanalakshmi becomes Dhanlaxmi

Dhanalakshmi Bank has recently revealed its new corporate identity. The new identity aims to exude a modern, vibrant and contemporary look, while retaining the bank's core values of trust and heritage.

The new logo (see picture) sports the colour purple and looks at signifying wealth and prosperity. The bank claims that purple was also chosen to break the clutter of financial service brands. Branding and design consultancy Fitch has created the new identity.

Said Amitabh Chaturvedi, MD and CEO, Dhanlaxmi Bank, “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.” 

Added Sheran Mehra, head marketing and corporate communication, Dhanlaxmi Bank, “The new identity reflects the bank’s growth aspirations in 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.”

As a brief, Fitch was asked to 'evolve by modernising but maintain the core value of trust'. 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.”    

O&M handles Dhanlaxmi Bank's creative duties. An advertising campaign is expected to roll out sometime in the next financial year.