Ketatnya persaingan branding di Indonesia menekankan pentingnya menerapkan strategi yang baik. Bank Syariah Indonesia sebagai sebuah brand baru hasil merger 3 bank syariah BUMN, juga perlu membuat strategi pemasaran yang baik untuk membangun citra perusahaan. Salah satu caranya adalah dengan melakukan strategi branding melalui logonya. Berdasarkan teori antropomorfisme, brand logo Bank Syariah Indonesia dapat memengaruhi brand image Bank Syariah Indonesia, dengan mediasi brand personality dan brand familiarity. Sebagai pembanding, akan dilihat juga pengaruhnya apabila brand personality diganti dengan variabel halal branding personality, mengingat Bank Syariah Indonesia termasuk produk keuangan syariah. Data diperoleh melalui kuesioner disebarkan secara online ke pengguna Bank Syariah Indonesia di seluruh Indonesia dan diperoleh 294 kuesioner yang dapat diolah. Metode pengolahan data menggunakan structural equation modelling untuk mengevaluasi antara hubungan laten. Penelitian ini menemukan pengaruh positif tidak langsung antara brand logo dan brand image dengan mediasi brand personality dan brand familiarity. Walau brand logo Bank Syariah Indonesia berpengaruh positif terhadap halal brand personality, namun halal brand personality Indonesia tidak dapat memediasi hubungan antara brand logo dengan brand image Bank Syariah Indonesia.

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The tight competition in branding in Indonesia emphasizes the importance of implementing a good strategy. Bank Syariah Indonesia as a new brand resulting from the merger of 3 state-owned Islamic banks, also needs to devise a good marketing strategy to build its company image. One of the methods is to implement a branding strategy through its logo. Based on the theory of anthropomorphism, the brand logo of Bank Syariah Indonesia can influence its brand image, mediated by brand personality and brand familiarity. As a comparison, this study also investigates the research model if brand personality is replaced with halal brand personality. Data was gathered through online questionnaires were distributed online to user of Bank Syariah Indonesia in Indonesia and 294 questionnaires were obtained which could be analyzed. The data processing method used was structural equation modeling to find relationships between latent variable. This study found an indirect positive influence of brand logo on brand image with mediation of brand personality and brand familiarity. Although the Bank Syariah Indonesia logo brand has a positive effect on the halal brand personality, the halal brand personality cannot mediate the relationship between the brand logo and the brand image of Bank Syariah Indonesia.