Suraksha aur bharosa dono: SBI General Insurance unveils new brand identity

The entire logo represents swipeable buttons to cue the digital age

e4m by exchange4media Staff
Published: Jul 1, 2020 5:57 PM  | 3 min read

SBI General Insurance has announced the launch of its new corporate brand identity with redesigned logo and the tagline. The identity change comes at a time when the company has completed a decade of operations and is upgrading its service offerings to suit all customers.

"The new visual identity is designed to convey SBIG’s future-ready services to an evolving consumer consisting traditionalist and modernist. The traditionalist customers are those who value trust, loyalty, value for money and integrity, whereas modernist look for flexibility and future readiness," the company said in a statement.

"The entire logo represents swipeable buttons to cue the digital age and through the use of gradient, future readiness is denoted. Besides, inspired by parent brand’s SBI Yono, SBIG has used the purple colour indicating youthfulness, wisdom and devotion. Parent name – SBI – is retained which continues to reinforce trust and security. The word ‘general’ is in lowercase to represent uniformity. A curvier typeface to show agility & youth has been used and ‘general’ emphasized," it stated.

In the tagline, ‘Suraksha and Bharosa, dono’ – ‘Suraksha’ (protection) reinstates SBI General Insurance’s promise to customers to protect them in times of need. ‘Bharosa’ (trust) represents the faith customers have in the parent brand, SBI. 

Pushan Mahapatra, MD & CEO, SBI General Insurance said, “We take pride in having the parentage of SBI, and indeed, it is our privilege to carry forward the strong legacy of trust and security.

The insurance category in India is riddled with fear and insecurity. To address this well and live up to our brand that resonates with “trust”, we have derived the tagline - Security and Trust, both which in Hindi reads as – Suraksha and Bharosa, Dono.”

He added, “We are honoured with the faith that our customers have shown in us. With our new logo, we reinstate and reassure them that we are ready to serve their growing needs of services with new-age processes and services.”

Shefali Khalsa, Head – Brand & Corporate Communications, SBI General Insurance said, “SBI General as a brand has immense affinity and resonance to trust. Last Dec’19, SBIG completed a decade of catering this trust and insurance solutions to its customers. This new identity launch is the new avatar of SBIG, so to say SBIG 2.0 Version. The new brand identity and the ‘swipe’ in the logo as element resonates the new digital approach. While retaining the legacy of our brand’s parentage, the new look and feel of the brand are to convey our progress and readiness in this digital age.”

“An identity change is an important milestone, especially as SBI General Insurance completed a decade of operations recently” added Khalsa.

Rediffusion Brand Solutions won the creative mandate for SBI General Insurance.

The new brand identity and logo will be used across all communications from 1st July 2020. The entire change will be done gradually at all visible touchpoints.

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