A Solid Growth Powered by Positivity

Fubon Financial Holdings has established a strong presence in Taiwan over the past 60 years. In 2020, it repositioned its brand with a new concept “Be positive, All possible.” It is committed to supporting people in pursuing a better future through positive energy, comprehensive financial services and innovation. In 2015, the company launched the “Fubon ESG Visioning Project,” and crafted a fresh “Run for Green” theme in 2021 that focused on four main ESG strategies – decarbonization, digitalization, empowerment and connection. Fubon has been leading a green transition in Taiwan’s financial industry with a mission to create benefits for the society and the environment. In 2023, Fubon Financial completed the first merger of two financial holding companies in Taiwan, and will continue to explore opportunities for collaboration, steadily moving closer to its vision of becoming one of Asia’s first-class financial institutions.

Since 2011, Vetica Taipei has been dedicated to creating the brand key visual for Fubon Financial Holdings’ Annual Report. Our goal is to capture the company’s positive energy, transforming it into a lasting and solid driving force. This force benefits the financial sector and the society, fostering a shared sense of well-being between the company and the public, exerting a profound influence.

The 2023 brand visual identity draws inspiration from the structure of a honeycomb, symbolizing the positive force of Fubon Financial, deeply rooted in every corner of society, and forming a resilient and stable cohesion. The design team combined interlocking hexagons and L-shaped elements to reinterpret Fubon’s square-shaped logo in a three-dimensional form. This unique structure transforms the flat hexagon into a cube, further reinforcing associations with “positivity.” By incorporating varying shades of Fubon blue and green, it creates a dynamic effect of infinite extension and layered depth. This design echoes Fubon’s continuous momentum in leading the financial industry, gathering strength from partners to build a stable society and share a prosperous future. In 2023, the year Fubon completed its first groundbreaking financial merger, this design holds even greater significance.

Fubon Financial Holdings is resolute in its pursuit of becoming Asia’s first-class financial institution. With an unparalleled range of services, Fubon has become an integral part of people’s daily lives. The company continues to enhance its services while prioritizing stability and reliability. For over a decade, Vetica Taipei has worked tirelessly to strengthen Fubon’s influence through comprehensive brand management strategies. The 2023 key visual design clearly communicates the company’s remarkable achievements in sustainable development while ensuring prosperity for generations to come. It also conveys Fubon’s promise of being a reliable force for good in society, along with the “Be positive, All possible” spirit to the public.

Previous Projects: Fubon Financial 2022, Fubon Group 2023

Vetica Team has a long-term cooperation with Fubon constantly of yearly Fubon Financial Holding's Annual Report and Fubon Group Corporate Profile, providing refreshing visual creativity of our publications for brand communication! Thanks to Vetica's professionalism, high efficiency, and excellent quality, we have been able to remain the brand reputation of Fubon's corporate image.

Cindy Lin, Executive VP, Fubon Financial