On January 21, 2022, Everest Securities Corporation (EVS) unveiled its new brand identity, marking a milestone of 15 years since its establishment and development. This significant event signifies a pivotal shift in the company's customer strategy and business model.

                                                                                                                           

The reason for the brand identity change stems from EVS's shift in business strategy starting in 2021: transitioning from a traditional securities company model to one that is technology-driven, aiming to diversify its financial investment services. This decision was primarily influenced by the recent surge in stock market investment, particularly from individual investors, especially the younger generation Z who are very interested in financial independence and have started learning how to earn money at an early age.

The new EVS logo is inspired by the concept of Yin and Yang in Eastern philosophy, represented by two swirling bands symbolizing continuous circulation and flexibility, much like how EVS will continuously adapt and evolve to keep pace with market trends and customer preferences. Additionally, the logo embodies the idea of balance and harmony between core values and emerging trends, allowing EVS to innovate and create high-quality service products for customers.

Alongside the introduction of the new brand identity, purple will become EVS's new dominant color. This color represents creativity, future, imagination, and dreams - values that EVS aspires to embody. Purple is also a combination of the stability of blue and the energy of red - two colors in the original EVS logo design symbolizing inheritance, elevation, and enhancement of the original values that define the EVS brand.

With the strong growth of the stock market in 2021, EVS is one of the companies with the highest growth rates, achieving a total revenue of 1,113 billion VND, an increase of 217%; After-tax profit reached 422 billion VND, a 638% increase compared to the previous year. The company's workforce has also nearly doubled to meet the demands of expansion, with 40% of the new employees being young professionals from the 90s generation.

"Growth is not the sole goal of the company," said Mr. Nguyen Thanh Chung, CEO of EVS. "Customers are always the driving force behind our continuous efforts to enhance capabilities and improve the quality of our products and services. The launch of EVS's new brand identity is a commitment, demonstrating our determination to create the best experiences for our customers."