ABBank launches new brand identity focused on ‘creating happiness’

ABBank launches new brand identity focused on ‘creating happiness’

An Bình Commercial Joint Stock Bank (ABBank) has unveiled a new brand identity that positions it as “The Bank that Creates Happiness.”

The launch ceremony of ABBank’s new brand identity in Hà Nội last week. — Photo courtesy of the bank

It is derived from its ambition to become a modern, human-centric retail bank, delivering sustainable value to customers and the community.

The launch comes as ABBank closed 2025 with excellent business results, exceeding several key targets.

It has also completed a management revamp and received approval from the State Bank of Vietnam and the State Securities Commission to raise its charter capital by more than VNĐ3.6 trillion (US$138.5 million).

It insisted that the rebranding goes beyond a visual refresh, and reflects a comprehensive shift in development mindset, operating model and customer engagement.

The new paradigm defines three core pillars: understanding, empathy and agility.

All products, services and customer experiences are designed around a deep understanding of customer needs, strong market insights and flexibility in real-world contexts.

Speaking at the rebranding event, Vũ Văn Tiền, chairman of the lender, said the rebranding marks a new phase of development shaped by fresh ambitions and mindsets.

“We are expanding our mission to serve customers and the community while enhancing the bank’s market position, with the goal of becoming a leading retail joint-stock commercial bank in Việt Nam.

“Every step we take is intended to contribute to national prosperity and create happiness built on a solid financial foundation for our customers.”

The refreshed brand identity retains ABBank’s signature blue and orange colours, and is now highlighted by a blue bird inspired by the dove, symbolising lasting happiness, peace and aspiration to rise higher, the bank said, adding that a softer, more approachable typeface reflects the bank’s open and friendly spirit.

The new identity will be rolled out across all ABBank touchpoints, including branches, digital platforms, products, services, and staff uniforms.

ABBank is continuing with ESG initiatives.

At the event, the Asian Development Bank awarded the lender a certificate recognising its completion of the environmental and social management system in its trade finance operations.

The recognition affirms ABBank’s strong commitment to sustainable finance and the application of international standards in environmental and social risk management. 

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