The Lotus Flower and Innovation: The Inspiring Rebranding Narrative of Permata Bank
Rebranding is a strategic move for companies seeking to stay relevant and competitive within their industries. It is more than a simple change of logo or slogan; it represents a deep transformation that allows companies to adapt to the dynamic market, reinforce their positioning, demonstrate a commitment to innovation, and build stronger connections with their customers.
PT Bank Permata Tbk unveiled its rebranding on the occasion of its 22nd anniversary. This bold move goes beyond a visual refresh, symbolizing the alignment of its business strategy to become a local bank with global reach and a regional vision. The new logo, featuring the symbolic Lotus Flower, represents Permata Bank’s commitment to “Growing Together with Permata Bank,” reflecting the bank’s dedication to mutual growth with its clients and partners.
ID COMM, as the communication partner, played an essential role in supporting this rebranding process. Through a storytelling approach, ID COMM conveyed how Permata Bank’s new identity represents not only a fresh look but also a new philosophy embodying strength, resilience, and wisdom. At every stage of communication, ID COMM ensures that this message resonates clearly with the audience through both traditional and digital media.
A key aspect of this rebranding is the symbolic use of the Lotus Flower in the logo, representing wisdom and resilience in facing change. This symbol emphasizes the close partnership between Permata Bank and Bangkok Bank, the primary shareholder, through the geometric lines incorporated in the logo’s design.
In addition, the color transition was a crucial element of the rebranding. The previous logo, characterized by red, yellow, and green, has been updated to a vibrant shade of blue (“active blue”). “The choice of color is not only aesthetic but reflects our new energy and commitment to a continuous innovation,” explained Meliza M. Rusli, CEO of Permata Bank. The process of introducing this color was carefully managed to ensure that each visual element supported the broader objectives of the rebranding. The rebranding also introduced a shift in the bank’s name presentation from “PermataBank” to “Permata Bank,” creating a more formal and cohesive alignment with the refined brand image.
Permata Bank aims to strengthen long-term relationships with customers, creating deeper, mutually beneficial experiences. This rebranding represents not only a symbolic shift but also a strategic step in building a more responsive, trustworthy, and innovative bank identity within the ever-evolving landscape of modern banking.
