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BBVA, one of the largest financial institutions in the world founded in 1857 and with a presence in over 30 countries under different names (BBVA Compass in the U.S., BBVA Bancomer in Mexico, BBVA Francés in Argentina, and BBVA Continental in Peru, among others) announced it will unify its brand worldwide under one name and one logo.
The design was created by 50 in-house designers from around the world supported by BBVA in-house creative agency ‘BBVA Creative’ and the design agency DDB, and guided by the design consultancy Landor.
“We are unifying our name, alongside a change in the BBVA logo, to better convey our increasingly digital and global reality. This new identity will reinforce the bank’s commitment to BBVA’s approximately 75 million customers to bring them the best of our global capabilities while maintaining a local service mindset. And this is exactly our purpose: to bring the age of opportunity to everyone.”
Onur Genç, BBVA CEO
The change is a reflection of the ‘We are one team’ value of BBVA, and is part of BBVA’s digital transformation process to offer a consistent customer experience in a global digital environment. According to Javier Rodríguez Soler, BBVA Compass President and CEO, operating under a single brand represents its conversion into a true digital entity and strengthens the brand throughout the world (I suppose that banks are now digital companies).
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The new logo maintains the brand’s blue color but in a darker shade and replaces the custom typeface with a very simple san serif with rounded edges. The wordmark makes emphasis in the letter ‘A’ by placing it higher than the baseline and removing its crossbar to represent a story of ascension, a symbol of prosperity.
“The raising A is a story of ascension, a universal symbol of prosperity.”
– Brian P. Farrell, Executive Creative Director
When the logo is used in white, as seen on the video, the A features a new teal color that is also used in the background, the brand’s new tagline ‘Creating opportunities’, and the site favicon; breaking the monochromatic color palette the brand had before.
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The letter ‘A’ is now an icon and graphic element used across media, something the previous design was missing. We can see it in the introduction video transforming into different shapes and textures, as an animation in the app, and on billboards.
This new logo definitely makes it look like a tech company, even before reading the company strategy I immediately thought of these smart-home brands that let you control the light and AC temperature, possibly because of its simplicity and coldness, and I know they are now thinking of themselves as a digital company, but maybe they took it too far.
There are still no a lot of materials that show the complete identity, but hopefully, they follow the idea of the photos and real-life ʌ instead of the childish animations so the brand can come alive and be relatable.
But well, that’s my F opinion
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[…] bank, has launched a new brand identity this month, joining in this way other banking institutions (BBVA, HSBC, MasterCard, Banregio…) that have also redesigned their brands to appeal new […]
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