BIC launches new brand identity

This is a significant milestone in BIC's 20-year development journey, reflecting its strong commitment to innovation and repositioning the brand in a modern, proactive manner aligned with the evolving trends of the non-life insurance market. The rebranding is also aligned with BIC's new vision: to become one of the top three non-life insurance brands in the market, achieving sustainable and comprehensive growth in the digital era.

BIC's new look and strategic direction in the digital era

BIC's new identity is built on the iBIC value system, which includes Innovation, Beyond, Insightful Caring, and Certainty. These four values are considered BIC's "brand DNA" in its new development phase, serving as the foundation for all activities and a guiding principle for strategic thinking and innovation in the digital era.

In line with the principle of "Heaven is round, Earth is square," BIC's new logo was developed from the values of its parent bank, BIDV, through a stylized circle derived from the golden apricot flower and a square block simulating four closed protective arms – symbolizing peace of mind, connection, and BIC's 20-year brand history. These elements are designed in a minimalist, modern style, enhancing applicability on digital platforms and aligning with international design trends.

The new brand identity will be implemented consistently across the entire BIC system, including business offices, stationery, communication publications, operational documents, and online platforms. This is not just a change in form, but also a mark of innovation, demonstrating BIC's determination to transform itself in a modern, flexible, and proactive way to create value for customers.

In parallel, BIC has established its mission for a new phase of development, reflecting a people-centered approach focused on sustainable values. For customers, BIC aims to build proactive peace of mind through a comprehensive insurance platform. For the community and society, BIC aspires to contribute to building a proactive community and a sustainable society. For shareholders and businesses, BIC is committed to delivering stable growth and long-term profits based on a comprehensive and effective business strategy. For its team of executives and employees, BIC aims to provide opportunities for development and encourage each individual to proactively build a sustainable career in a professional, comprehensive, and humane working environment.

The beginning of a new journey for BIC

Along with the launch of its new brand identity, BIC officially introduced the slogan "Peace of mind – Steady progress," marking the continuation of its 20-year journey of formation and development, while opening up a new vision for the next phase of growth. This is not just a marketing slogan, but the crystallization of BIC's identity, core values, and aspirations for sustainable development in the new era.

"Peace of mind, together" emphasizes BIC's role as a trusted friend, always there when customers need it. "Steadily moving forward" expresses the confidence that BIC wishes to convey – with a foundation of peace of mind, every customer can confidently conquer greater goals.

Marking 20 years of development, BIC has chosen to reposition its brand as a strategic turning point – the beginning of a journey to build a future, aiming for a modern, flexible, and customer-centric insurance business model. This is also BIC's commitment in its journey to accompany customers, partners, and society, working together to build a secure, prosperous, and sustainable future.