Federal Bank launched its refreshed brand identity, "The Fortuna Wave," on Tuesday, as the 94-year-old lender looks to shed its image as a regional Southern bank and appeal to a younger, mobile-first audience.

The new visual identity, unveiled in Mumbai by bank leadership and brand ambassador Vidya Balan, replaces the traditional boxed logo with a more fluid design. The centre of the new look is the "Fortuna Wave," a three-part insignia intended to represent authenticity, togetherness, and prosperity, the company said in a press release.

Shift from legacy to digital

The rebranding goes beyond aesthetics. The bank has moved its wordmark from uppercase to a rounded sentence-case typeface, a move MD & CEO KVS Manian said reflects modern consumer behaviour. "When do you write in capital letters today? When you're angry," Manian said during the launch. "These changes reflect how time and behaviour have changed."

The removal of the logo’s "boxed" structure is also a technical decision, designed to let the brand adapt more easily to digital interfaces and mobile banking apps—a critical arena as legacy banks compete with newer fintech startups, the company said.

Eyeing national expansion

While Federal Bank has historically been a stronghold in Kerala, the refresh follows a "strong push" to increase its footprint across India. This includes efforts to scale new businesses and increase wallet share in emerging markets outside its traditional base.

"We are changing the language of the brand, not the soul," Manian added, stressing that the "gentle evolution" is meant to modernise the bank without alienating its long-term customer base.

As of September 30, 2025, Federal Bank reported, total business mix of ₹5.33 lakh crore (deposits + advances), capital adequacy ratio of 15.71%, expanding its operations in Dubai, Abu Dhabi, and the GIFT City IFSC unit.