BBVA brand identity refresh
CHALLENGE AND IDEA: After a decade of rapid growth, acquisitions of various financial institutions around the world and the global economic crisis of 2008, the BBVA brand went through a rigorous rebranding program; as a result the new vision of the bank was activated trough the positioning ‘Working towards a better future for people’, aimed to take up a place in a new space of sustainable differentiation not occupied by its competitors, guiding experiences and communication delivered to their stakeholders at all the points of contact. This space is the brand’s corporate positioning and consists of four values: customer centricity, simplicity, reliability and globality. SOLUTION: Simplicity is the essence of the BBVA brand’s new positioning. Simplicity should differentiate most the BBVA brand. It is the new way of being customer-centric, so that the customers feel that BBVA is the bank that benefits them the most by making their lives easier. Simplicity is today a key consumer demand. It is an essential requirement for a better future. A new visual identity that aims for a simple and distinctive style of communication and helps easy brand recognition across all applications and channels was created. One of the key visual asset is the six-blue color bar which can be adapted and extended to a myriad of applications.