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At 50, DBS Unveils New Look

At 50, DBS Unveils New Look

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New branch uniforms’ distinctive print design takes its inspiration from an abstract watercolour art piece

In commemoration of its 50th anniversary, DBS has unveiled the fifth major iteration of its uniform. Come 5 March 2018, customers will see the bank’s branch employees wearing the new uniforms across Singapore. The collection, by Singaporean designer Phuay Li Ying of ‘Ying the Label’, features distinctive print patterns taken from an abstract watercolour art piece with red and black brushstrokes.


The abstract watercolour artpiece that inspired the new DBS uniforms

Said Karen Ngui, DBS Head of Group Strategic Marketing & Communications, “As we celebrate our golden jubilee, we wanted to make sure our people’s uniforms would reflect DBS’ spirit of creativity and dynamism. The designs had to be distinctive and enduring, yet simple and versatile, reflecting our relationships and interactions with our customers. We believe good art and design will stand the test of time – much as DBS has since it was founded to help industrialise a young Singapore 50 years ago, and will continue to as we innovate for the future.”

The uniforms will be rolled out across the region – with some 1,200 employees to don the new designs. Made with high quality and comfortable fabrics to ensure ease of movement, women have a range of options such as a blouse, skirt, pants, dress and jacket, and includes designs for Muslim employees as well as maternity wear. Menswear uniforms include subtle design details such as panel piping and the DBS Spark cuff-links.

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Said Ms. Harnieta Aris, aged 38, an officer at DBS Raffles Place Branch who has worked with the bank for 12 years, “The new uniform is simple yet sophisticated, and I like that the print is unique to us. The lines are clean and simple, just as we seek to make banking simple and easy for customers.”

Said designer Ms. Phuay Li Ying, “The core inspiration while designing was to modernise the uniforms, and to reflect the true spirit of DBS’ people. I wanted to reflect a fun element in the uniforms, creativity with the combination of prints, as well as contemporary styles to reflect the adaptability of the bank in this new digital age. The print is abstract but has a story behind it. The continuous brushstrokes in the DBS colours represents limitless possibilities, limitless bravery, limitless imagination and innovation and limitless growth.”

DBS also recently commissioned the design of a limited-edition DBS Sparks collection, consisting of a pair of 18K gold-plated cufflinks for the men and a necklace for the women, to celebrate its golden jubilee. Modelled after the spark found at the heart of the DBS logo, items from the collection were gifted to the bank’s 24,000 employees in February.

About DBS

DBS is a leading financial services group in Asia, with over 280 branches across 18 markets. Headquartered and listed in Singapore, DBS has a growing presence in the three key Asian axes of growth: Greater China, Southeast Asia and South Asia. The bank’s “AA-” and “Aa1” credit ratings, is among the highest in the world.

DBS is at the forefront of leveraging digital technology to shape the future of banking, and has been named “World’s Best Digital Bank” by Euromoney. The bank has also been recognised for its leadership in the region, having been named “Asia’s Best Bank” by several publications including The Banker, Global Finance, IFR Asia and Euromoney since 2012. In addition, the bank has been named “Safest Bank in Asia” by Global Finance for nine consecutive years from 2009 to 2017.

DBS provides a full range of services in consumer, SME and corporate banking. As a bank born and bred in Asia, DBS understands the intricacies of doing business in the region’s most dynamic markets. DBS is committed to building lasting relationships with customers, and positively impacting communities through supporting social enterprises, as it banks the Asian way. It has also established a SGD 50 million foundation to strengthen its corporate social responsibility efforts in Singapore and across Asia.

With its extensive network of operations in Asia and emphasis on engaging and empowering its staff, DBS presents exciting career opportunities. The bank acknowledges the passion, commitment and can-do spirit in all of its 24,000 staff, representing over 40 nationalities. For more information, please visit www.dbs.com.

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