2025December 25
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.
Change component(5)
- Text. SACOMBANK is written in uppercase, with thick and balanced strokes.
- Symbol. The stylized S is placed within a closed circle, with the stroke on the S suggesting cash flow.
- Color. Deep blue combined with metallic gold, described as a selective continuation.
- The trimmed. Complex decorative details have been removed.
- Scope. Used consistently from transaction points to digital platforms, social media, and community activities.
Read at the professional level(4)
- Uppercase letters with thick strokes represent solid forms. Solid forms adhere well in small sizes and on digital backgrounds. The trade-off is that the outer edges are uniform, making it hard to distinguish from other uppercase names in the same industry. This is a complete reversal of the lowercase style that Viettel chose in 2021.
- The circle is the strongest shape in small sizes. Circular shapes are readable at any size, with no corners to lose, and fit perfectly within the square of app icons and social media profile pictures. Choosing a circle means selecting something that can thrive in the tightest spaces.
- The letter S within the circle is a standalone symbol that can be used independently. This is indeed something that the system lacks in terms of just the lettering. With a standalone symbol, the brand can stand in a square without needing to write out the name.
- The stroke on the S carries a hidden meaning within the letter. Similar to the dot on the i in Vinamilk and Viettel: the meaning lies in the small details, revealed upon close inspection, and disappears when scaled down.
Why change(2)
- The bank cited the reason as marking a phase focused on governance and operational efficiency, replacing the previous phase that prioritized speed of scale expansion.
- Each component is directly linked to a management concept: uppercase letters for discipline and standards, a closed circle for safety and integrity, blue for trust and transparency, and yellow for value and prosperity.
Within the brand system(2)
- The identity system is consistently applied from the point of sale to digital platforms, social media, and community activities. A broad scope means there must be versions for both large formats on the street and square formats online, with the standalone symbol being the head number.
- Assigning management meanings to each element creates a ready-made translation table from image to words. This table helps the internal team speak the same language, but simultaneously locks in interpretations for the future, leaving no room for new meanings to emerge over time.
Trade-off(2)
- In summary, the identity performs well in small sizes and on digital backgrounds, but this comes at the cost of losing some uniqueness. The blue stripe aligns with the color range used by almost the entire Vietnamese banking sector, so differentiation must focus entirely on the shape of the letter S and the circle.
- Assigning management meanings to each element is a clear way to communicate, but it also sets a verification limit. In a few years, people will compare that statement with what the bank actually does, and the identity will then be held accountable.
Professional assessment(4)
- It can be closed. Choose a shape that fits in the tightest space. The circle with solid lettering is a decision that serves a single purpose, and that purpose aligns perfectly with the defined scope.
- There are signs of detachment. This is something many brands have lost in their textual elements, which a bank relying on applications needs daily.
- Still open-ended. This system chooses the two most basic shapes that anyone can use. In return, it must succeed through consistency over thousands of iterations, rather than relying on the impression of the first glance. This is a long race with little fanfare.
- Defining a broad scope is easy; maintaining accuracy within that defined scope is the challenging part. Branches, partners, and sponsorship programs all create materials in different styles, which is where many banking identity systems leak.
Takeaway(1)
- Changing the identity to mark a new chapter is a legitimate act, provided that chapter is real and can be verified by outsiders. Any business intending to do something similar should first write a single sentence about what it plans to do differently, and then see if the new identity reflects that statement.
Similar case(2)
- Highlands Coffee 2022 Along with detailing so that the identity works in small formats and on digital backgrounds.
- Viettel 2021 While simplifying the visual identity to simpler shapes, Viettel completely discarded the old color, while Sacombank retained the blue and gold combination.