SBI General Insurance Launches New Brand Identity

SBI General Insurance has announced the launch of its new corporate brand identity with its newly redesigned logo and the tagline. The new visual identity is designed to convey SBIG’s future-ready services to an evolving consumer consisting of both traditionalist and modernist as per the company.

The logo represents swipeable buttons to cue the digital age and through the use of gradient, future-readiness is denoted. “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,” the company said.

The insurance category in India is riddled with fear and insecurity, Pushan Mahapatra, MD, and CEO, SBI General Insurance said. “To address this well and live up to our brand that resonates with “trust”, we have derived the tagline – Security and Trust, both of which in Hindi reads as – Suraksha and Bharosa, Dono. With our new logo, we reinstate and reassure our customers that we are ready to serve their growing needs of services with new-age processes and services,” he added.

According to Shefali Khalsa, head – Brand and Corporate Communications, SBI General as a brand has immense affinity and resonance to trust. The last Dec’19, SBIG completed a decade of catering this trust and insurance solutions to its customers. She further added that “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 elements resonate with 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,”