BSP launches new logo, tagline – ‘Our Bank. Our People’


BSP Financial Group Ltd (BSP), formerly known as Bank of South Pacific Ltd, has launched a new logo, simplified, more bold and dominant with a modern look and feel. The new range of BSP logos still maintains its iconic kundu drums including its core brand elements, but is given a clean, simplified and modern look, strengthening its position in the corporate domain. Chief executive officer Robin Fleming said at the launch on Friday that the bank had transformed in recent years, delivering customer focused changes and expanding footprints and as such, the time was right to launch a refreshed brand. “The logo refresh came as part of a larger brand identity change and strategy transformation, and has been unveiled alongside a new tagline ‘Our Bank. Our People’ from ‘We are You. We are BSP’, crafted to drive loyalty and build the bank’s reputation as a creative and innovative financial organisation in countries and communities, we operate in,” Fleming said. “At BSP, we go all-out to always connect and engage with our customers, to understand their changing needs and aspirations better. “The new tagline ‘Our Bank. Our People’ represents our passion and commitment to the community we operate in, enabling us to quickly respond to changes and provide a personalised experience.
“People are at the heart of what we do and remains the focus of our customer-centric culture. “Hence, the tagline is also reflective of the initiatives it takes in understanding and prioritising its stakeholders, customers, employees, and shareholders.”  BSP head of marketing and public relations Gorethy Semi said: “As we venture through this transformation journey of our brand, we are aware of the ever changing environment, including our customers’ needs, keeping up with trends and embracing the enhancement of technology through the digital dimension.” “We put our hearts and minds into everything we do, to ensure that everyone we touch receives unrivalled customer service,” she said. “This change comes for BSP as the leading financial institution in the Pacific moves into the new era with brand evolving to be relevant with time, modern and continuously progressing and embracing changes.