Mumbai: Federal Bank has unveiled The Fortuna Wave, its refreshed brand identity, marking a significant milestone in the Bank’s evolution as it strengthens its positioning as a contemporary, future-ready institution. The launch took place in Mumbai in the presence of the Bank’s leadership team and Brand Ambassador Vidya Balan.
Designed to enhance salience and recognition, The Fortuna Wave represents authenticity, prosperity, and togetherness—values that Federal Bank seeks for and from its customers, investors, and employees. The refreshed identity establishes a distinct and coherent visual language across physical and digital touchpoints, reflecting the Bank’s journey from a locally trusted institution to a national player with a growing global presence.
The brand refresh aligns with Federal Bank’s strategy to increase wallet share across customer segments, scale new businesses, and leverage technology to create experiential differentiation. It also supports the Bank’s focus on strengthening on-ground market presence while enabling emerging and established markets to contribute more meaningfully to its overall portfolio.
Staying true to its philosophy of being Human at the Core, Digital at the Fore™, the refreshed identity builds on Federal Bank’s multi-generational trust and deep-rooted relationships. The new design balances familiarity with freshness, retaining legacy elements while appealing to a younger, digitally empowered audience.
The updated wordmark introduces a more fluid, rounded, and forward-looking typeface, symbolising approachability, precision, and warmth. Retaining the italicised style preserves the Bank’s visual DNA, while the familiar yellow underline continues to represent partnership and support. The logo’s freed structure allows greater adaptability across digital and physical platforms.
At the heart of the refresh is The Fortuna Wave insignia, redefined as a central storytelling element. Comprising three waves symbolising authenticity, togetherness, and prosperity, the insignia reflects collective growth and forward momentum. Simplified for seamless digital use, it becomes a versatile and living symbol of the brand’s purpose.
Commenting on the brand refresh, KVS Manian, MD & CEO, Federal Bank, said, “Our refreshed brand identity represents a gentle evolution rather than a change in direction. This renewed expression brings a more contemporary and dynamic presence. It signals our preparedness for the future, without losing sight of the principles that have always defined us. While the look and feel have been renewed, the heart of Federal Bank remains the same. The core values that have shaped us over decades—trust, authenticity, and a deep commitment to our customers—continue to guide us.”
Speaking on the brand intent, M V S Murthy, Chief Marketing Officer, Federal Bank, said, “Being a legacy brand gives us a vantage point to bring the best of our past, into the present and fuel our future progress. Across the time lapse, a Brand Refresh is a great opportunity to be contemporary as we enhance our product and service propositions. Visual connect, though has many an unspoken word, it is the first impression for a brand. Discerning generation of customers coming up seek for more intuitive expressions of communication. Our refreshed identity morph into the Fortuna Wave promise Authenticity, Prosperity and Togetherness. These are Brand Values we cherish and demonstrate our intent through our engagements and experiences curated out for the Brand.”
Brand Ambassador Vidya Balan, present at the unveiling, said, “Federal Bank reflects an institution secure in its foundations, clear in its direction, and committed to building a strong, sustainable franchise for the future. In my profession, there is a constant need to refresh and reinvent oneself. You are as good as your last hit. I feel overjoyed when the Brand whom I represent, take equal amount of conscious effort for strengthening relevance. Their effort comes at a time when discernment is sharp amongst audiences.”
The refreshed identity was developed in collaboration with Sideways, blending strategic clarity with creative expression. Sharing his perspective, Abhijit Avasthi, Founder, Sideways, said, “At Sideways, our role was to help Federal Bank express who it has already become. This refresh is not a reinvention but a considered evolution: one that carries forward the trust the Bank has built over decades while giving it a more contemporary, digital-first expression. Every element of the identity was designed to balance progress with familiarity, ensuring it feels confident and future-ready without losing its human core. The result is a brand that is clear in its purpose, secure in its foundations, and ready to serve a growing, changing nation.”
