2026August 8
Vingroup Multisector
Five stars moved up
The smallest change in this notebook. The entire sign remains unchanged, only the position of the five stars is altered, and the middle star is drawn larger.
Decoding identity
Vietnamese brands change their identity, read the reasons
This notebook records instances when Vietnamese businesses changed their legal names or signs, along with the reasons they provided and the costs incurred for those changes. Each entry is published only when there are at least two independent news sources.
Milestone
Brand and change
2026February 3
Petrolimex Energy
Keep the symbol, rebuild the geometry
The refresh after more than thirteen years coincided with the energy sector's transition phase. The letter P and color spectrum remained, while the change was in the design approach.
2025December 25
Sacombank Banking
Uppercase letters, the letter S enclosed in a circle
The new identity system uses bold uppercase letters, with a stylized S inside a closed circle, a deep blue background combined with gold, and eliminates complex decorative details.
2025April 9
Petrovietnam Energy
Remove the words Oil and Gas from the name, without changing a stroke
The Prime Minister decided to change the name of the Vietnam Oil and Gas Group to the Vietnam National Industrial and Energy Group, effective immediately upon signing. The abbreviation PETROVIETNAM and the identity system remain unchanged.
2024October 29
MoMo Financial technology
Stop making wallets, start making finance
The first major change after fourteen years. The positioning shifted from an e-wallet to a financial assistant, and the identity system drew materials from banknotes to enhance credibility.
2024October 11
Biti's Hunter Fashion
From a shoe brand to a fashion brand
After eight years of making shoes for young people, Hunter completely revamped its identity and expanded its product range to include clothing, backpacks, and accessories.
2023July 6
Vinamilk Food
From badge to handwritten signature
The first identity change in forty-seven years. The sign removed the emblem format to fully transition to text, but two old details were intentionally retained.
2023May 26
LPBank Banking
Shorten the name to four letters, then change the face
The abbreviation was changed and the identity system was updated in the same month. The reason submitted to the regulatory agency stated that the old name was difficult to read and remember.
2022November 23
Highlands Coffee Food and beverage chain
Three colors reduced to one, background removed
The fourth sign change after twenty-three years. The imagery remains almost unchanged, while the modifications are in the color palette and background, which determine how usable the sign is.
2022April 26
BIDV Banking
Change after thirty years, and promise three more years
The first sign change since 1992. Notably, the design itself includes a publicly announced three-year roadmap along with principles.
2022April 4
VPBank Banking
The flower remains unchanged, the slogan is completely replaced
The repositioning involved changing the mission and slogan, while the sign was only refined. The prosperity flower symbol was retained and adjusted according to the golden ratio, with the font and color palette updated.
2022January 15
WinMart Retail
Change the letter V to W, the rest remains unchanged
The name change was due to a change in ownership, not strategy. The entire identity system was retained, with only the initial letter changed, across more than three thousand sales points.
2021December
Petrovietnam Energy
The flame and name merged into one
The new identity was launched as part of the Cultural Renewal Project, inheriting the red flame and the blue PETROVIETNAM lettering, tightening the layout and standardizing the font.
2021January 7
Viettel Digital telecommunications
Red color, lowercase letters, and a shorter slogan
This is the second repositioning after nearly seventeen years. The new branding discards most of the visual elements from 2004 but retains the most valuable aspects, and where it conceals those elements is the most noteworthy part of this milestone.
2018January 12
Viettel Digital telecommunications
Change the name first, not yet changing the face
Government Decree 05/2018 changed the group's name, adding the word Industry before Telecommunications. In the market, the sign remains unchanged for another three years.
2004The first set of signs
Viettel Digital telecommunications
Quotation marks, and the promise of respecting the customer's voice
The first sign system emerged after nearly two months of stagnation. The solution to the bottleneck was not a more beautiful drawing, but a metaphor for how to communicate with customers.
Read by axis10 professional questions
Same question, different answer
- If we remove what customers are used to recognizing, what can we buy with that amount?Viettel 2021Vinamilk 2023
- Does the work being done still align with the name being carried?Viettel 2018LPBank 2023Petrovietnam 2025
- Is this a change in wording, or a complete change in what we do?Viettel 2021Biti's Hunter 2024MoMo 2024
- Does the current sign stand out in every place it needs to appear?Viettel 2021Highlands Coffee 2022Sacombank 2025
- How much change is enough to say something new, without having to re-educate the market?Petrovietnam 2021WinMart 2022VPBank 2022Highlands Coffee 2022Petrolimex 2026Vingroup 2026
- Is the announcement day the day it's finished, or is it just the beginning?BIDV 2022LPBank 2023
- Is your name easy to read over the phone and memorable after hearing it once?LPBank 2023
- When you have to drop the name, how much can you keep?WinMart 2022
- Is the old thing the image we carry, or is it what we promise?VPBank 2022
- Is the new identity about what you are about to do, or just marking an internal milestone?Sacombank 2025
CloseHow to read this book
Why does this notebook not grade beauty or ugliness
A beautiful new sign may be perceived differently by each person, and that answer does not help anyone who has to decide. What helps is knowing why that business changed, what it lost in the process, and three years later, whether the choices they made were correct. This notebook is read in that direction. Any place with only one source mentioned is left blank, no guessing.
Sinh Vũ has been addressing this challenge for Vietnamese businesses since 2009.Share your story with Sinh Vũ