BSP Tonga, BSP Financial Group Limited, the South Pacific’s International Bank, on 2 April 2025 proudly unveiled its revitalised brand identity - marking a bold new chapter in its history.
The refreshed brand marks a significant milestone in BSP’s journey, reflecting its evolution as a regional leader and its ongoing commitment to delivering exceptional banking services. More than a visual update, it reinforces BSP’s strong connection to the communities it serves across Papua New Guinea and the South Pacific.
BSP Group CEO, Mark T. Robinson, said: “Today marks an exciting new chapter for the BSP Group. Our new look will roll out across all our markets. It captures the energy and ambition driving us forward, and our focus remains on delivering world-class banking services. While our look may be new, our unwavering commitment to the communities we serve remains - to support their prosperity and growth every step of the way.”
The refreshed identity was developed with input from BSP’s staff and customers across the region and brings to life the spirit of the South Pacific through a modern, vibrant visual language. At its heart is the stylised Kundu, symbolising the strength of connection, shared heritage, and unity across diverse island nations.
BSP Tonga-Country Head, Faasu Atkinson commented “each element of the new brand carries deep meaning.The drumbeat of the Kundu echoes across the Pacific, reminding us of our heritage and calling us together. The hook represents strength, stability, and prosperity -anchoring BSP to the region it proudly calls home. The waves reflect the oceans that connect us to one another and to the world. The bird in flight symbolises aspiration and guides us on our shared journey toward a prosperous future.”
BSP’s refreshed identity reflects its proud PNG heritage and growth across the South Pacific. Respecting the unique cultural identities of each market, BSP’s new brand also features locally inspired patterns for each of its seven Pasifika countries. Designed by local artists, these patterns incorporate five core elements — growth, aspiration, care, prosperity, and journey - to tell stories that resonate with each community.
“Our new brand identity reflects who we are today and where we’re headed. This is more than just a new brand — it’s our ongoing commitment to evolve and serve our customers better.” Faasu Atkinson further stated.
BSP is embracing the future with confidence, innovation, and renewed energy — ensuring it remains a trusted financial partner for generations to come.
About BSP
BSP Financial Group Limited (BSP), formerly the Bank of South Pacific Limited, is a leading retail and corporate banking group.
Headquartered in Papua New Guinea, and founded in 1957, BSP operates in seven Pacific countries.
We have the largest branch network in Papua New Guinea, Cook Islands, Fiji, Samoa, Solomon Islands, Tonga, and Vanuatu and employ more than 4000 people across the Pacific.
BSP is committed to our corporate and social responsibility programs and is proudly working with communities across the Pacific to change lives for the better.
Our branch network is complemented by a sophisticated electronic banking system that meets the banking needs of customers wherever we operate. BSP operates across the Pacific as follows:
- Over 120 branches
- More than 300 agents
- 550 ATMS and growing
- Upwards of 11,000 EFTPoS machines.
BSP serves our corporate banking customer needs with our leading cash management, treasury, lending, and corporate finance capabilities. We have unrivalled knowledge, experience, and commitment to the region with teams serving our retail, commercial and corporate customers.
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