Jakarta, March 3 2024 - Entering its 74th year, PT Bank Tabungan Negara (Persero) Tbk (BTN) is carrying out "rebranding", one of which is by launching a new logo. The new logo released is a symbol of the company's success and commitment in continuing its transformation into a more modern and adaptive bank in facing digitalization. This rebranding step is in line with the company's transformation to become The Best Mortgage Bank in South East Asia by 2025.
BTN launched its new logo at the BTN Anniversary Festival 2024, which was held on Sunday, March 3 2024 at the Indonesia Arena, Gelora Bung Karno Sports Complex, Senayan, Jakarta. In his speech, BUMN Minister Erick Thohir said that the 74th anniversary and the launch of the new logo were momentum for BTN to accelerate its transformation.
Erick said that BTN must be able to become a foundation in housing financing solutions for the community. He said that currently 52 percent of Indonesia's population lives in urban areas, and it is estimated that this figure will increase to 70 percent by 2035. Erick said that financing for 600,000 houses is not enough to meet people's needs, because overall, the housing (shortage) in Indonesia is still at figure 12.7 million.
“BTN has certainly been extraordinary, from 600 thousand houses, now BTN has financed 300 thousand houses. "But the figure of 1 million to 1.5 million houses must be a breakthrough," he said. he said.
According to Erick, BTN has the capability to achieve this goal, because its performance has improved in recent years, both in terms of assets and reducing non-performing loans. This indicates that BTN is a bank with good health.
"“BTN's journey has been extraordinary after reaching the age of 74. In 2019, when I was Minister of BUMN, BTN only recorded a profit of IDR 200 billion. However, now it has reached IDR 3.5 trillion. This means that this bank is healthier and will provide "services that are also healthy," said Erick.
Erick hopes that BTN can be a solution for young people's future housing, so that BTN must work harder and develop a big strategy. “The meaning of this new logo must be truly understood by all BTNers in order to create solutions for our housing backlog,” Erick said.
Also present at the ceremony, Minister of Public Works and Public Housing Basuki Hadimuljono said that a logo is a form of responsibility and credibility for an organization, so BTN must maintain the meaning carried by its new logo.
“The red line that used to be under the word BTN is now at the top, meaning it has become more agile and efficient. "Meanwhile, using lowercase letters means public, so BTN must be a bank for people's homes," he said. said Basuki.
BTN President Director Nixon L.P. Napitupulu said that this logo change is a reflection of the transformation that Bank BTN has carried out, including in the digital realm to support its business processes and services, as well as more modern branch office operations. With a more modern and contemporary brand image, BTN is ready to compete at a higher level and become the bank of choice for customers.
“BTN introduces a new logo that is fresher, more contemporary and keeps up with the times. This new face is needed to support the growth of Bank BTN's core business as a leading bank in sustainable housing finance. "With a new logo at the age of 74, BTN is showing off as a one stop financial solution for people to make transactions not only in terms of housing financing but also beyond mortgage," he said. Nixon said.
The new BTN logo has a font or writing form that symbolizes optimism, with a bold and dynamic construction design to depict Bank BTN which is modern and relevant to current developments. Nixon explained that the company uses lowercase letters in the Bank BTN logo to symbolize a bank that is easy to approach and understands customer needs, actively participates in the customer's journey, and helps them achieve their life goals. The company hopes to become a home, a place where life's journey begins.
The red line above the words “symbolizes the Bank's progressive vision and continues to move forward. Bank BTN wants to strengthen its position as a visionary financial institution that consistently develops progressively. “By continuing to create innovation and solutions through the housing ecosystem, BTN positions itself as a bank beyond mortgage or a bank that serves more than mortgages,” Nixon said.
Meanwhile, the logo colors, namely Dynamic Blue and Stable Red, represent an innovative and dynamic bank in its efforts to develop and create financial products, which aims to build an innovative, modern and reliable financial ecosystem.Philosophically, Dynamic Blue is a color that is more lively and fresh than other blue colors. This color depicts self-confidence in attracting a wider community beyond national borders. Meanwhile, the color Red Stability symbolizes stability, reflecting the strength and resilience of institutions built through years of valuable experience.
Nixon emphasized that the change to the BTN logo will be effective on March 3 2024, with several notes: First, there is no change to the company name (PT Bank Tabungan Negara (Persero) Tbk); Second, changes to the brand and logo do not affect ongoing cooperation and agreements that have been agreed, either between the company and customers or between the company and other third parties; Third, more complete information will be provided via the BTN website or customers can contact BTN Call.
BTN Anniversary Festival 2024
As part of a series of celebrations for its 74th Anniversary, Bank BTN launched the logo rebranding at an event entitled BTN Anniversary Festival 2024 on Sunday, March 3 2024 at the Indonesia Arena, Gelora Bung Karno Sports Complex, Jakarta. The event was attended by all management and employees of Bank BTN as well as their families. A number of famous singers and bands also enlivened the event.
Apart from launching the new logo, the company held a series of events to celebrate Bank BTN's 74th anniversary, including BTN Run (5K, 10K and Aquathlon) and Fun Run 3K, 3 on 3 Basketball, BTN Culinary and BTN Soundphoria. Following are the details of the various events:
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BTN Run (5K, 10K, and Aquathlon) & Fun Run 3K
A running competition held by Bank BTN with running categories for distances of 5 kilometers (KM) and 10 KM as well as Aquathlon (running 2.5 KM – swimming 500 meters – running 2.5 KM) which was attended by the general public and BTNers with the aim of increasing brand engagement and brand awareness of Bank BTN with its newest logo, as well as various products and services owned by Bank BTN. Apart from that, BTNers and families who do not take part in the BTN Run, can take part in the Fun Run with a distance of 3 KM.
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BTN Soundphoria
As an attraction for the BTN Anniversary Festival 2024, the company presents entertainment from Indonesian artists which can be enjoyed by BTNers and their families, as well as participants in the BTN RUN and BTN Aquathlon as a form of Bank BTN's appreciation for BTNers and their families, as well as efforts to increase brand engagement and brand awareness BTN. A number of artists who appeared were Ari Lasso, Gigi, Sammy Simorangkir, Armada, and Ayu Ting Ting.
In order to attract more of the general public to BTN products and services, the company has also launched a number of new offers, namely BTN Kita, BTN ATYA. "Bank BTN hopes to provide the best service for customers by becoming the bank of choice for saving, making transactions and meeting people's housing needs," concluded Nixon.
Tags: BTN Brand and Logo Changes
