OCBC Rolls Out Unified Branding Strategy Across Key Markets to Spur Expansion

OCBC Logo New

Oversea-Chinese Banking Corporation (OCBC) has declared its brand integration across its principal markets in sync with its ‘One Group’ approach. This tactical maneuver aims to tap into the expansive market potential in the ASEAN-Greater China region as OCBC prepares to accelerate its global growth. The bank’s strategy is to generate an additional S$3 billion in revenue by 2025, surpassing its growth trajectory.

Several OCBC subsidiaries have undergone legal name changes as part of this brand consolidation. OCBC Wing Hang Bank Limited in Hong Kong SAR has been rechristened as OCBC Bank (Hong Kong) Limited. Likewise, Banco OCBC Weng Hang in Macau SAR has been renamed OCBC Bank (Macau) Limited. Pending regulatory approval, OCBC Wing Hang Bank (China) Limited is expected to be rebranded as OCBC Bank Limited in mainland China by the final quarter of 2023.

Following these name modifications in Greater China, OCBC has rolled out a unified, rejuvenated logo for its banking entities. OCBC NISP, the bank’s Indonesian subsidiary, plans to adopt this new logo by the end of 2023. However, the Bank of Singapore, OCBC’s dedicated private banking subsidiary, will retain its logo.

OCBC Logo Evolution (history)

The refreshed OCBC logo, last revised in 1998, maintains the traditional Chinese sailing ship – a trademark feature of the OCBC brand. This symbol underscores the entrepreneurial tenacity of OCBC’s founders as they ventured into the ASEAN region, creating homes and businesses that have positively influenced many generations since the bank’s establishment in 1932.

Concurrently with the new logo, OCBC has also launched a contemporary tagline: “For now, and beyond.” The bank clarifies that this slogan embodies its commitment to a long-term perspective in its transactions and investments, stressing its objective to bring about enduring positive transformations for the future, not just the present.

OCBC’s ‘One Group’ strategy fuses banking, wealth management, and insurance, illustrating its dedication to leveraging the combined prowess of its vast network. This amalgamated approach is intended to bolster the cross-border expansion ambitions of businesses and individuals.

OCBC’s Group CEO, Helen Wong, noted, “The business flow between ASEAN and Greater China is not a new phenomenon for us. We acknowledge its potential…the rise of ASEAN in the China plus one strategy and other geopolitical factors have escalated this potential.” She further emphasized the bank’s advantageous position to seize these flows, strengthened by its robust franchise established over the years.