Bank of Baroda, one of India’s largest public sector banks, adopted its current visual identity in 2006 when it replaced a long-standing emblem with a mark the bank calls the “Baroda Sun.” The logo is built around dual “B” letterforms that hold the rays of a rising sun, a design the bank describes as a unique representation of a universal symbol.[1]
Design and History
Before 2006, Bank of Baroda used a logo featuring a hand and a wheel of industry and agriculture within a circle, with the bank’s name in traditional blue letters on a yellow background.[2] The bank announced the change in June 2005, stating it would shed the original logo and adopt the Baroda Sun, with two overlapping “B” letters springing out from the rays of the sun at the lower left corner, giving the logo a halo effect.[2]
The redesign was carried out by the branding firm Ray+Keshavan, which was appointed to focus on the form, shape and colours of the new logo.[3] The bank’s then Chairman and Managing Director, Anil K. Khandelwal, said the goal was a logo that was not cluttered, had good recall value, and symbolized acceptability in both national and international markets.[4]
The traditional blue letters on a yellow background were replaced with a more vibrant orange colour.[2] The bank launched the new identity with a high-profile campaign, including a brand ambassador and television advertising.[4]
Meaning and Symbolism
The bank describes the sun as an excellent representation of what it stands for.[1] Khandelwal explained that the sun is a very respected symbol, and calling it the “Baroda Sun” created a sense of pride among employees. He noted that the sun itself symbolizes energy, power and brightness.[4] The bank’s international subsidiaries describe the Baroda Sun as a fitting face for the brand because it is a universal symbol of dynamism and optimism.[5]
Khandelwal also framed the rebranding as more than a cosmetic change, stating it signaled that the bank recognized and was prepared for new business paradigms in a globalised world.[6]
Typography and Design
The logo’s construction is based on two overlapping capital “B” letterforms that emerge from the sun’s rays at the lower left corner, with a halo effect representing the sun.[2] Khandelwal described the present logo as “very simple and very compact,” with good recall value and a degree of international acceptance, noting that most international logos are based on alphabets.[4]
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