Brand IIFL

In today’s world, brand is considered as the most valuable asset of an organisation. It serves as the medium that connects product as well as service offerings to customers and is an intangible voice that speaks volumes about the company.

At IIFL, we believe that a brand is the face of a company’s work culture. Think of it as a something that introduces us to our customers and to the world. Our brand is our identity; it narrates our story of success and serves as a sign of trust.

Positioning

The IIFL brand is associated with trust, knowledge and quality service. But more importantly, the brand stands for timely assistance provided to the country’s under-banked customers.

When we pioneered online trading in India with the launch of our brand 5 paisa, the tag line was “It’s all about money, honey”. We then realigned our positioning from “Knowledge is the Edge” to “When it’s about Money”.

THE SIGNIFICANCE OF OUR LOGO

Our logo

The IIFL Logo comprises of the nine triangles which form the Sri Yantra. In Hindu Mythology, the nine interlocked triangles that surround and radiate from the centre (bindu) symbolize the highest, the invisible and elusive centre from which the entire cosmos expands.

Our brand represents a cosmos in itself, where two worlds meet. One, where we together strive to grow and expand and the other, where we strive to make possibilities infinite for our customers. It is the confluence of these two thoughts, represented by the age old symbol of converging powers that stands as the face of our brand.

 

WE DO

WE DO NOT

Communicate 

Advertise

Engage

Inform

Educate 

Preach

Be Clear & Confident

Be Ambiguous or Conceited

Empathize

Sympathize

Reach-out

Await action