FITCH was engaged to develop a brand platform, strategy, tone of voice and identity that spoke of stability but symbolised forward thinking. As trust is a key driver in financial services, the fact that the bank was founded in 1927 was a clear opportunity and as such ‘Established 1927’ became not just a strap line for the bank but also an integral part of the new logo.
Incorporated in November 1927 at Thrissur, Kerala by a group of ambitious entrepreneurs, The Dhanalakshmi Bank Ltd. started business with Rs11,000 as capital and seven employees. It became a Commercial Bank in 1977, and in 2009, was awarded approvals by the Reserve Bank of India to open 66 branches and 380 ATMs across the country. With a new management team on board the next step was to create a bank to challenge the established institutions with a brand that seeks to simplify banking in India.
The outcome is a brand that is modern, confident and open. It avoids ambiguous corporate messages and instead engages customers using their language. Amongst competitors the brand’s colour is a breath of fresh air, and symbolises an evolution of India’s banking market.