Federal Bank has launched a refreshed brand identity, named ‘The Fortuna Wave,’ designed to reflect the bank’s evolution and future-ready approach. The new identity emphasizes authenticity, prosperity, and togetherness. It also seeks to enhance brand recognition and appeal to the next generation of customers, while maintaining a connection to its legacy and trusted reputation.
New Brand Identity Launch
Federal Bank has introduced its new brand identity, named The Fortuna Wave, at an event in Mumbai. The refreshed brand aims to represent the bank’s evolution and commitment to remaining contemporary and prepared for the future. The launch event included key leaders from Federal Bank and brand ambassador Vidya Balan.
Core Values and Design
The Fortuna Wave symbolizes authenticity, prosperity, and togetherness. The bank seeks to reinforce these values with its customers, investors, and employees. The refreshed brand is designed to enhance recognition and create a consistent visual language across physical and digital platforms. The design aims to resonate with a younger customer base while reflecting the bank’s transition from a regional presence to a national player with a growing global reach.
Key Elements of the Refresh
The brand refresh includes several key changes:
- Word Mark: The new word mark, FEDERALBANK, uses a more fluid and rounded design to convey approachability and a solution-oriented mindset.
- Typeface: The upper-case lettering has been replaced with a well-rounded typeface that balances sharpness with warmth.
- Underline: The familiar yellow underline remains, symbolizing partnership and support.
- Insignia: The Fortuna Wave insignia has been modernized to represent authenticity, togetherness, and prosperity, acting as a symbol of progress.
- Color Palette: The color palette has been updated to be more distinct, vibrant, and youthful.
Statements on the Rebrand
MD & CEO KVS Manian stated that the refresh is a gentle evolution that enhances the bank’s contemporary presence while retaining its core values of trust, authenticity, and commitment to customers.
Chief Marketing Officer MV S Murthy emphasized that the brand refresh is an opportunity to be contemporary and enhance product and service propositions, aiming to create a strong visual connection with customers.
Brand Ambassador Vidya Balan commented on Federal Bank’s commitment to building a sustainable franchise for the future and aligning with the evolving needs and expectations of its audience.
Financial Data
As of September 30, 2025, Federal Bank’s total business mix (deposits + advances) stood at ₹5.33 Lakh Crore. The Capital Adequacy Ratio (CRAR) was 15.71% as of the same date.
Source: BSE
