Leading broker VPS launches new brand identity

VPS Securities JSC (VPS), a leading broker in Vietnam, officially unveiled its new brand identity on Monday.

After nearly 20 years of development, VPS has asserted its position as one of Vietnam's leading financial organizations.

In this new phase of growth, it continues to pursue its vision of "creating sustainable and superior values" to become a trusted companion of customers, offering prosperous financial prospects and inspiring investment experiences.

The company has consistently strived to develop a comprehensive and diverse financial investment ecosystem, opening up robust investment opportunities for customers.

As evidence of its unwavering efforts, the firm has maintained its position as the market leader in securities brokerage for 15 consecutive quarters since Q1/2021 and consistently been honored with prestigious awards from both domestic and international organizations.

The milestone of rebranding is the result of an agile process of continuous adaptation and innovation to align with the changes of the times. It also reflects VPS’s ongoing research and creativity to offer the best customer experiences, further strengthening the core values of the brand and realizing its vision of becoming the most admired company for creativity and customer understanding.

A landmark in VPS's growth journey

After nearly two decades of development, VPS said it is confidently evolving with a completely refreshed brand identity. Through the rebranding, the broker aims to provide even more dynamic and inspiring experiences for its customers, fostering a dynamic investment journey toward prosperity and sustainability.

The new brand identity reflects contemporary, vivid, prosperous and sustainable values. The new design language of VPS strikes a balance between various aspects of the brand, such as human and technology, flexibility and stability, connectivity, and comprehensive sustainable development.

The company’s visual identity is inspired by the image of "rippling waves" and the Mobius strip, utilizing modern typography to convey messages of openness, accessibility, and continuous evolvement for development.

One of the most notable changes is the shift from red to purple as the dominant color of VPS’s visual identity. Purple symbolizes trust, vibrancy, and a promising, sustainable future. The overall logo combines these elements harmoniously, presenting a brand new look for VPS while reaffirming its established values within the Vietnamese financial market.

A prosperous financial future from inspiring investment experiences

With a "human-centric" philosophy, VPS places a deep emphasis on people – both employees and customers – at the heart of its development. This philosophy is reflected in the continuous improvement of user interfaces and the optimization of experiences across VPS's platforms, including the VPS SmartOne stock investment app, its website, and other technology-driven platforms that accompany investors on their journey.

VPS SmartOne, now with a new, dynamic design, offers an even more impressive user experience. The app has been optimized with intuitive, personalized features tailored to the customer’s needs, ensuring that every trading action is more simple, secure, and convenient.

The company’s website is designed to reflect its new identity, offering interactive, creative content that is tailored to different customer segments. It’s a platform where clients can explore the brand’s identity, stature, and own stories.

VPS’s new brand identity is not just a visual change but represents a commitment to creating superior and sustainable values for its clients, for a prosperous financial future.

"The brand value of VPS is affirmed not only by its strong position in the Vietnamese financial market but also by the cultural, human, and spiritual values that have been nurtured over the past 18 years and will continue to grow in the future," a VPS representative stated.

With the new brand identity and the slogan “Inspiring a Prosperous Future,” VPS aims to be a reliable partner to help customers build a sustainable and thriving financial future.