Friday, August 03, 2007


UTI Bank has rebranded itself as AXIS BANK on July 30, 2007. The Bank had used the UTI brand with great pride for the last 13 years, and has in recent years strongly contributed to the resurgence of the UTI brand. My first bank account is UTI Bank during 2000. They say the rebranding has been necessitated due to the limitations on the use of the brand after January 2008. So they decided to create a distinct brand identity for itself. Rebranding provides an opportunity to communicate elements of personality, values and vision, which are specific to the Bank. This rebranding becomes more important as the Bank takes its initial steps in establishing a global footprint.

"Axis as a name is simple; it connotes solidity and stature, and conveys a sense of authority and credibility. Axis as a brand further has the ability to transcend geographical boundaries - this is relevant as the Bank has built an initial pan-Asian network with offices in Singapore, Hong Kong, Shanghai and Dubai, and seeks to expand further its international presence.
Graphically, in the new logo, the first stroke depicts forward growth while the second stroke signifies a solid support system. The two thick strokes also connote solidity and security.
The rest of the Bank remains the same. The same people, same facilities and the same products and services would continue to be offered to you and you can also expect the same level of dedicated service and professional expertise, as always."
All the Best AXIS

1 comment:

Cogito said...

Thanks for the update.


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