An Binh Commercial Joint Stock Bank (ABBank) announced its new brand identity on 31/1, marking a repositioning towards becoming a "happiness-creating bank". This strategic direction means future products, services, and experiences will be built upon three pillars: market understanding, customer empathy, and flexibility in real-world contexts, aiming to meet customers' actual needs.

The bank's leadership attended the new brand positioning announcement ceremony. Photo: ABBank

The new positioning is accompanied by a complete refresh of ABBank's brand identity system. The new logo retains the familiar blue and orange colors but is redesigned with a blue bird motif, inspired by a dove. This imagery symbolizes peace, sustainability, and aspiration, serving as an ongoing metaphor for the state of happiness the bank aims to achieve while accompanying customers.

This spirit of change extends to the font design. The new logo combines strong lines with rounded corners, creating a soft yet reliable feel. The word "Bank" is now lowercase instead of uppercase, emphasizing an open and friendly approach to customer engagement. Following the announcement ceremony, the new identity will be implemented uniformly across the entire system, from branches and transaction offices to products and digital channels.

Mr. Vu Van Tien - Chairman of ABBank's Board of Directors, spoke at the event. Photo: ABBank

Mr. Vu Van Tien, Chairman of ABBank's Board of Directors, shared insights on this repositioning, stating that it marks a new development phase with a renewed mindset and aspirations. "The bank is expanding its mission to serve customers and the community, while aiming to become a leading retail commercial joint stock bank in Vietnam. The long-term goal is to contribute to the nation's economic prosperity, built on a foundation of sustainable finance for customers," Mr. Tien shared.

Beyond its identity and products, ABBank stated that the "happiness-creating" spirit is also embodied through ESG activities and community responsibility. At the event, the Asian Development Bank (ADB) presented ABBank with a certificate of completion for the project to establish an environmental and social management system in trade finance operations. This achievement demonstrates the bank's progressive adoption of international standards for environmental and social risk management in financial activities.

The Asian Development Bank (ADB) presented ABBank with a certificate of completion for the project to establish an environmental and social management system in trade finance operations. Photo: ABBank

The new brand identity announcement comes as ABBank concluded 2025 with business results exceeding its plan, completed its leadership restructuring, and received approval to increase its charter capital by over 3,600 billion VND. These factors provide a foundation for ABBank to enter a new growth phase, focusing on retail and digital banking.

After more than 30 years of operation, ABBank currently boasts a network of 165 branches and transaction offices nationwide, along with digital banking platforms serving individual and corporate customers. This repositioning and brand refresh are seen as the next step in the bank's comprehensive transformation, aiming for sustainable development amidst the rapidly changing financial and banking sector.

(Source: ABBank)