PT Bank Rakyat Indonesia (Persero) Tbk, commonly known as BRI, is Indonesia’s oldest bank, tracing its origins to 1895. The bank’s visual identity has undergone several transformations, most recently in December 2025, when BRI launched a corporate rebranding coinciding with its 130th anniversary. The new identity was introduced on 16 December 2025 at the Launching BRI Corporate Rebranding event at Menara BRILiaN in Jakarta [1].
Design and History
The December 2025 rebranding marked a significant visual update to BRI’s logo. The most prominent change was the shift in the primary color from the previous “BRI Blue” to a lighter, brighter shade called “Nusantara Blue” [1][2]. According to BRI’s Director Utama (President Director) Hery Gunardi, the logo’s letterforms were also slightly thickened (“di-tweaking sedikit ketebalan huruf”) to give the wordmark a more assertive and modern appearance [1][3].
The rebranding was driven by research conducted by Kantar, Kadence, and Nielsen, which indicated that BRI, while trusted and accessible, was perceived as too closely tied to its “grassroots” image and as an “old” bank among urban and younger demographics [4][5]. The new identity was designed to reposition BRI as a universal bank serving all segments of society, not just micro and small businesses [6].
As part of the new identity, the full name “Bank Rakyat Indonesia” was displayed more prominently beneath the BRI wordmark, reinforcing the bank’s historical connection with the Indonesian people [7][8]. The 2025 logo is described as a modification of the 2020 logo, which was introduced as part of BRI’s 130th anniversary celebrations [9].
Meaning and Symbolism
Blue remains the core identity color for BRI, serving as a bridge between tradition and a modern image [6]. The new Nusantara Blue was chosen to convey a more elegant and fresh impression [3]. The rebranding also introduced a richer color palette for applications and outdoor media, including white, Mentari Blue, Nusantara Blue, and Cakrawala Blue [2]. These secondary blue tones were described as reflecting progressive and customer-centric values [6]. The combination of blue and white was applied to create a calm, contemporary aesthetic that firmly reflects BRI’s identity [4].
Typography and Design
The typography of the BRI wordmark was subtly adjusted during the 2025 rebranding. The letterforms were slightly thickened to appear more assertive and modern [3][2]. The rebranding also involved a more standardized brand architecture, unifying the visual identity across all BRI Group entities, from corporate and subsidiaries to lending, retail products, and transaction banking [7].
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