Strengthen the Position of "One Bank For All", BRI Conducts a Comprehensive Corporate Rebranding as a Pillar of Transformation

JAKARTA - PT. Bank Rakyat Indonesia (Persero) Tbk is preparing to enter a new phase in the transformation journey of BRIVolution Reignite. After going through a comprehensive strategy maturation process, BRI will move towards a new positioning towards "One Bank for All" and reaffirm its role as a universal, inclusive and relevant bank for all Indonesian people.

This important momentum is marked by the launch of BRI's Corporate Rebranding which was carried out on Tuesday, December 16, 2025 at the Menara Brilian Jakarta. Present directly at the launch event were the Head of the State-Owned Enterprise Regulatory Agency (BP BUMN) as well as Chief Operating Officer (COO) Danantara Indonesia Dony Oskaria, BRI's President Commissioner Kartika Wirjoatmodjo, BRI's President Director Hery Gunardi as well as the Board of Commissioners and Directors.

On this occasion, Dony Oskaria conveyed that the increasing expectations of customers require service providers to continue to improve service quality. This is influenced by the increasingly intense competition and ease of access to information, so that companies need to make adjustments to remain relevant and able to compete. He assessed that the transformation was the first step to clarify the direction of the company.

"Congratulations to BRI. Every company will undergo a transformation process from time to time. What BRI is doing now comes from an understanding that branding plays a very important role. Branding reflects how the company wants to be perceived by its customers (how we want to be perceived by our customers). Without that clarity, the company risks going without direction," he said.

Similarly, BRI President Director Heri Gunardi revealed that the spirit of "One Bank For All" further confirms BRI's commitment to providing value and benefits to the Indonesian people. This spirit reflects BRI's commitment to continue to be relevant, adaptive, and present at every stage of people's lives. "BRI strives to ensure that every ambition, no matter how small, can be realized and have an impact on the progress of the country", he explained.

In the launch, the corporate visual identity is presented with a new design touch, including the logo and colors. This update of the corporate branding is also a symbol of BRI's commitment to continue transforming and strengthening the company's position in the financial industry. Interestingly, the "Bank Rakyat Indonesia" identity will be displayed more prominently in the new face. This affirmation is presented to maintain BRI's historical closeness to the community, while reaffirming the grassroots, that behind the modernization carried out, BRI remains a bank that was born and grew together with the people.

Hery Gunardi added that the company would rebrand, namely by arranging the branding elements so that they are more organized. We rearranged the brand architecture so that all entities have a clearer, structured, and easy-to-navigate identity. "All of these identities are united in one standard that strengthens the overall image of BRI, where each brand has a defined role, relationship, and positioning to form a connected ecosystem," said Hery Gunardi.

As a follow-up to the reconfiguration, the alignment of the brand architecture will be applied to all lines under the BRI Group ecosystem, ranging from corporate, subsidiaries, lending, retail products, transaction banking, investment and insurance, to wealth management and transaction channels. All of them now carry the new BRI identity which is more uniform, modern, and easy to recognize.

Hery added that through this step, BRI ensures that the rebranding remains in line with the dynamics of an increasingly diverse society, while reaffirming its commitment to supporting the financial journey of every Indonesian through more responsive and digital-friendly services. "This new identity is expected to make BRI remain competitive, trusted, and close to people across generations", concluded Hery Gunardi.

In line with this, BRI President Commissioner Kartika Wirjoatmodjo said that through this rebranding, BRI confirmed its position as a bank that is present for all layers of society, both in rural and urban areas. This step is expected to expand the customer's reach, including the younger generation, as well as strengthen the relationship with existing customers throughout Indonesia.

"Corporate, consumer, commercial, and micro remain BRI's main business core. However, through the ecosystem approach, the Company hopes to connect large companies that have supply chains with micro business actors, so that the micro segment can enter the supply chain of large companies. This is in line with the identity introduced by the Company, which represents the spirit of 'One Bank for All', both in rural and urban areas," said Kartika. (ADV)