Indonesian Banking Sector Undergoes Significant Rebranding

Multiple Major Banks Introduce New Logos and Identities

The Indonesian banking sector has witnessed a wave of rebranding efforts among its major players. PT Bank Rakyat Indonesia (Persero) Tbk. (BBRI) led the recent changes by unveiling its new logo on December 16, 2025. This move follows similar rebranding exercises conducted by other significant banks throughout 2024 and 2025.

Bank Rakyat Indonesia (BBRI)

BRI's new logo, dubbed 'Nusantara Blue,' retains the core blue color while introducing secondary blue palettes to reflect progressive values and customer-centricity. The bank's CEO, Hery Gunardi, stated that the rebranding aims to refresh the brand's image and make it more positive and contemporary. The changes are part of BRI's broader strategy to position itself as a universal bank catering to diverse customer segments.

Other Banks Following Suit

1. Bank Tabungan Negara (BBTN): On March 3, 2024, BTN launched its new logo as part of a comprehensive rebranding. The new design features a bold and dynamic font symbolizing optimism and modernity. The red line above the 'btn' text represents the bank's progressive vision.
2. KB Bank (BBKP): Formerly known as Bank KB Bukopin, the bank changed its name to KB Bank on March 3, 2024. The rebranding aimed to strengthen the bank's identity as part of KB Financial Group, emphasizing transparency, trust, and integrity.
3. Bank Permata (BNLI): On September 27, 2024, Bank Permata introduced a new lotus flower logo, aligning its visual identity with its major shareholder, Bangkok Bank. The change reflects the banks' shared vision of 'growing together' and creating a cohesive regional presence.
4. Bank Jakarta (formerly Bank DKI): In June 2025, the bank rebranded from Bank DKI to Bank Jakarta, introducing a modernized logo featuring three orange lines forming the silhouette of Monas (National Monument). The new identity aims to symbolize hope and modernity for Jakarta's financial services.
5. Bank Syariah Nasional (BSN): Launched on October 2, 2025, BSN's new identity follows its establishment after the spin-off of BTN's syariah business unit. The logo incorporates elements from BTN's corporate design while introducing new symbols representing syariah values such as justice and sustainability.

Strategic Implications of Rebranding

These rebranding efforts across multiple major banks signify a broader trend in Indonesia's banking sector towards modernization and enhanced customer engagement. The changes are not merely cosmetic but are accompanied by shifts in corporate messaging, digital transformation, and strategic repositioning.

The rebranding exercises demonstrate the banks' commitment to staying relevant in a rapidly evolving financial landscape characterized by increasing digitalization and changing customer expectations. By refreshing their visual identities and brand positioning, these institutions aim to strengthen their market presence and better serve their diverse customer bases.