On my way home from a yoga session in West Jakarta, I noticed several large banners that said “Bank Jakarta.” I had never heard of it before, so once I got back to my room, I did some digging. It turns out Bank Jakarta is the new name for Bank DKI, the regional bank owned by the Jakarta provincial government.

As someone new to Jakarta, my impression of the bank so far has been far from positive. I’ve only seen the messy side—system glitches that made transactions difficult, reports of fund embezzlement involving Satpol PP members with estimated losses of IDR 50 billion, and even a corruption case linked to a shady loan to PT Sritex, allegedly done without proper analysis and involving top former bank officials. That case alone is estimated to have cost the bank over IDR 3.5 trillion.

Despite these issues, on 22 June 2025, during Jakarta’s 498th anniversary, the bank officially rebranded itself as Bank Jakarta. It’s been almost three weeks since then. The new name and logo might be fresh, but the institution behind it carries a 64-year history—and a lot of baggage. It makes me wonder: What exactly is Bank DKI trying to achieve with this rebrand?

They say it marks the beginning of a new transformation phase—more modern, professional, and ready to compete nationally and regionally. I’ve read that they’re even preparing for an IPO in early 2026, hoping to raise around IDR 3 trillion.

But will people buy into this new identity? After nearly a decade of working with brands, including in brand research and marketing, I know that in theory, rebranding can help reset public perception. But in practice? It’s a different story. A new image is one thing, regaining trust is another—and that doesn’t happen overnight, especially when the wounds are still fresh.

Takeaway?Rebranding can be a powerful tool to signal change and a new beginning, but it’s not a magic fix—especially when public trust has been damaged. A new name and logo mean little if the underlying issues remain unresolved. For a rebrand like Bank DKI’s shift to Bank Jakarta to succeed, it must be backed by real improvements in governance, transparency, and customer experience. Trust takes time to rebuild, and people judge brands not just by what they say, but by what they do.