Yes Bank, an Indian private sector bank founded in 2004, has used a distinctive tick mark as the core of its visual identity since its launch. In May 2023, the bank unveiled a refreshed logo that transformed the familiar tick into a soaring bird while retaining the brand’s blue and red color family.
Design and History
Yes Bank’s original identity was built around a red tick mark placed within a blue box, paired with the bank’s name in blue lettering. The tick mark became a well-recognized asset associated with the bank, along with its blue and red colors.[1] The bank’s name itself was suggested by Triton Communications, which was appointed as the lead creative agency in 2004, while Alok Nanda and Company (ANC) won the design mandate for the corporate identity.[2]
In May 2023, Yes Bank launched a refreshed brand identity created by McCann Worldgroup.[3] The new logo carries forward the bank’s visual DNA and builds on it. The tick mark was transformed into a soaring bird, representing the bank’s current position of “soaring.”[4] The previous logo’s angular edges were replaced with smoothened corners and fluid shapes, and the typography became more emphatic.[4]
According to Yes Bank’s Chief Marketing Officer Nipun Kaushal, the refresh was motivated by the bank’s transformation over the preceding three years. Consumer and stakeholder research showed that customers loved the name “Yes Bank” and that the tick mark was a valuable brand asset, so the bank chose to retain both rather than change them.[1] Kaushal noted that in the previous logo, the tick was within a box, while in the new logo it has been moved out of the box and made into the form of a soaring bird, which is more fluid and friendly.[5]
Meaning and Symbolism
The soaring bird in the current logo represents the bank’s position of “soaring” and its progressive spirit.[4] The design language is described as digital-friendly and reflects a brand that believes in being fluid.[4]
The familiar blue and red colors associated with the Yes Bank logo received a makeover, with the red and blue taking on an electric tone that represents the high energy and innovation of the bank today.[4] The refreshed identity was rolled out alongside an integrated campaign with the tagline “Life Ko Banao Rich” (make life rich), conceptualized by McCann Worldgroup.[6]
Typography and Design
The refreshed logo features softer, more fluid letterforms compared to the older identity. Kaushal described the new fonts as “digitally friendly and softer,” with alphabets that are “pretty soft, they are not very edgy.”[5] The smoothened corners and fluid shapes replaced the angular edges of the older identity, along with a more emphatic typography.[4]
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