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.