Bajaj Finserv Limited is the financial services arm of the Bajaj Group, an Indian conglomerate. Its visual identity combines the established Bajaj logotype with a distinct three-dimensional seal featuring the letters “B” and “F,” creating a mark that is both recognizable and unique to the financial services business.
Design and History
In May 2010, Bajaj Finserv announced a new brand identity. The logo was unveiled with the letters “BF” (the B from the Bajaj logo and the F from Finserve) in a three-dimensional seal. The new version kept the current Bajaj logo and style intact above the seal, making the financial services part a distinct standout.[1][2]
The rebranding was handled by Pune-based Indi Design, with the logo crafted by the agency’s creative director and CEO Sudhir Sharma.[1][2]
Later that year, Bajaj Auto Finance was renamed Bajaj Finserv Lending as part of a broader effort to build a set of financial services businesses sharing common values of reliability, innovation and efficiency. The new identity used the current Bajaj logotype to stand on the established Bajaj identity, with the three-dimensional seal of the B and f making the new identity uniquely recognizable.[3]
Meaning and Symbolism
The color blue in the logo indicates confidence and strength. The round ball element symbolizes the world with a focus on India.[4][3]
In October 2025, Bajaj Finserv rebranded its insurance businesses as Bajaj General Insurance and Bajaj Life Insurance, following the Bajaj Group’s acquisition of Allianz SE’s 26 percent interest in the joint ventures. The company stated that the new logo reflects the enduring values the Bajaj Group stands for: trust, fairness to customers, transparency and a deep dedication to supporting the nation’s growth. The rebranding was launched with the campaign “100% Bajaj. Made in India. Made for India. Made by India.”[5][6]
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