The BSP Rebrand

By Mea Vai – Intellectual Property and Technology Lawyer

In case you missed it, BSP has “refreshed” its logo — a bold move aimed at reflecting a modern vision for the future, while staying rooted in the trust and service it’s known for.

It’s certainly a striking shift from an identity that’s been iconic in PNG for decades. While previous updates kept the core visual language intact, this rebrand feels like a complete departure — at least visually.

BSP explains the symbolism behind the new elements:

“The drumbeat of the Kundu reverberates across the Pacific, reminding us of our heritage and calling us together.”

“The hook symbolises strength, stability and prosperity, anchoring us to the region — the South Pacific is our home.”

“Waves represent the ocean that connects us to one another and to the world.”

“A bird in flight guides us on our journey towards a shared, prosperous future supported by modernising banking services.”

It’s a lot of meaning packed into a single visual identity. But admittedly, it’s not immediately obvious how those rich cultural and regional values are translated in the final design.

I’m not entirely convinced — yet. But perhaps that’s the real challenge for BSP now: to carry this story forward and help its customers and communities see themselves in this new brand. I’m certainly looking forward to the stories but more importantly if they can continue improve their service.

I’ve always been a BSP (formerly PNGBC) customer, but no matter how many rebrands or redesigns come along — nothing beats PNGBC. It was truly iconic and unforgettable.

I started off with what I think we used to call a “Passbook”, and later onto the good old “Save” card (pronounced Sa-veh, of course).

Funny enough, back then, “Save card” became the generic name for any Eftpos card — that’s how deeply it embedded itself into everyday life.

What do you think of BSP’s new logo?

If you’d like to see some of the responses from this article and the rebrand in general click here.