Steadfast unveils new brand identity

Steadfast, one of Bangladesh’s leading courier service providers, unveiled its new brand identity at an event at its headquarters in the capital’s Dhanmondi on Saturday.

The company said the new identity is aimed at enhancing its services for e-commerce entrepreneurs.

Steadfast Founder and Managing Director KM Reidwanul Bari Zion highlighted the key aspects of the new brand identity at the event. Later, Steadfast Chairman Joieria Mostary unveiled the new logo in the presence of e-commerce entrepreneurs, merchants and company officials.

Alongside the new brand identity, the company is also rolling out updated versions of its website, merchant app and customer app.

The new Steadfast logo features a kite at its centre. According to the company, while a kite flies in the sky, its string remains in the hands of its flyer. Similarly, wherever a merchant’s parcel goes, the merchant will retain control and access to relevant delivery information.

Based on this concept, the company has adopted the new brand tagline, “Asthar Ghuri, Apnar Hatee”. Its existing slogan, “Sobar Agee, Sobkhane”, will remain unchanged.

Steadfast said the new identity reflects its focus on expanding digital automation for e-commerce entrepreneurs, improving parcel traceability, increasing nationwide coverage, ensuring faster and safer deliveries, and further digitising payment processes.

The company said more than 300,000 e-commerce entrepreneurs currently rely on Steadfast for delivery services, while several thousand delivery riders provide services across the country.

It also provides home delivery services in every union, including remote and hard-to-reach areas, enabling entrepreneurs in such areas to send products to customers across the country.

Steadfast is also working in the cross-border e-commerce segment, enabling entrepreneurs to send products from Bangladesh to international markets.

The company said its existing terms and conditions for merchants would remain unchanged despite the new brand identity. Delivery charges, next-day payments, rider services and coverage will continue as before, it said.

Speaking at the event, Zion said, “Ten years ago, we started with just a few people. Today, our riders are reaching every union across the country. Our work has not changed, but our capabilities have. Steadfast today is not only fast but also technology-driven. The new logo recognises that transformation.”

Joieria Mostary said, “The kite is ours, while the string and the spool are in the hands of our merchants. Going forward, we want to further strengthen that trust by investing in technology, infrastructure and people.”

A documentary highlighting Steadfast’s 10-year journey was screened at the event.