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Saigon-Hanoi Bank (SHB) officially launched its new brand identity on April 22, 2026, at its 2026 annual general meeting, presenting a more modern, stronger and more aspirational image while reaffirming the core values the bank has cultivated over time. The move signals SHB’s direction to become a “national-scale bank of the new generation” in the era of the country’s ascent.
2026 also marks two major milestones: 40 years since Vietnam entered the Đổi mới (Renovation) era, and 20 years since SHB transitioned from a rural bank model to an urban bank model—an evolution that reflects a period of growth with several important transformations.
SHB’s new brand identity is designed as a “visual language” capable of conveying multiple layers of meaning. It is intended to go beyond recognition by using a design system that tells the story of a brand that is moving, expanding and proactively connecting more closely with customers.
At the center of the identity is the letter “S,” inspired by the shape of the country. The moving lines are described as evoking both a familiar territorial image and a broader flow in which financial resources are connected and disseminated throughout the economy.
Within this framework, the “S” is positioned as the convergence point of three streams: brand heritage, the nation’s development rhythm, and the continuous movement of finance. SHB said this reflects a shift in branding thinking—from a standalone financial institution to an active actor that connects and operates values within the economy.
A highlight of the new identity is the way it balances stability and motion. Instead of choosing a design language that is either overly safe or overly avant-garde, SHB uses a composition combining square and circular forms.
The new logo preserves a solid square block from the previous identity, representing foundational values SHB has built over its development. The square symbolizes stability, discipline and standardization—core elements of a financial institution where trust is central.
In parallel, a circle is introduced as a complementary element, signaling openness and adaptability. It represents connectivity, flexibility and continuous movement amid changes in the modern business environment.
SHB also links the combination of these shapes to the Eastern philosophy “circle sky, square land,” describing it as a symbol of harmony between stability and development. In branding terms, SHB defines its path as stable on a value-based foundation while continuously moving to accompany the economy’s and the era’s transformation.
Alongside the geometric structure, SHB said its color system and typography are key to refining the brand experience.
The new color system is developed on the principle of inheritance and evolution—preserving established values while presenting a modern, strong and aspirational image for the next development phase.
Orange remains the primary color, representing positive energy, pioneering spirit and aspirations for rising—values SHB said have been closely associated with the bank throughout its development. SHB also said the color helps maintain consistency and coherence in how customers perceive the brand.
Midnight Navy is added as an important visual base, conveying trust, standardization and depth. SHB said the combination of orange and navy creates a balanced whole of energy and stability—two factors it described as increasingly central as the banking sector undergoes strong transformation.
For typography, SHB developed SHB Geometric Sans with a clear, modern and flexible approach to ensure consistency across different touchpoints, from traditional branches to digital platforms, thereby enhancing the overall brand experience.
Over more than three decades, SHB has accompanied Vietnam through many phases, extending capital flows across the country. The bank said its journey is reflected not only in its status as a private Top 5 bank, but also in core values expressed through the word “Tâm” (Heart). SHB said its mission goes beyond providing credit or financial support, aiming instead to join the country in creating sustainable value for future generations.
SHB reaffirmed its philosophy that a bank’s development is meaningful only when linked to the growth of customers, enterprises and the economy. Entering a new phase, SHB said it will continue to transform comprehensively, aiming to become “a national-scale bank of the new generation.”
SHB said the concept is not only about size or status, but also about redefining the bank’s role in the new context. It said that while banks previously mainly served as financial intermediaries, the role is now expanding into a value-creating entity and a connector of an economic ecosystem.
In its stated approach, SHB aims to accompany the nation’s development aspirations by mobilizing and connecting financial resources for growth, supporting key projects and elevating the country’s standing. It also said it will build a modern financial ecosystem with customers and markets at its center, delivering tangible value to customers and partners.
SHB added that it will strive to ensure balanced benefits for shareholders through sustainable growth, maintain long-term trust, and spread humane values to the community, promoting green and sustainable development for a brighter future for Vietnamese people.
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