CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Design Director

Chema León

Executive Creative Director

Borja Borrero

Junior Designer

Xabier Catalá

Production Manager

Coro Iglesias

Senior Designer

Paul Marshall


TAGS

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LINKS

bankia.com
interbrand.com

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CLIENT

The resulting brand of the biggest bank merger ever in Europe: seven savings banks becoming one. Bankia is a universal banking business, based on a multibrand and multichannel management, focused on meeting the needs of its 12 million customers across all segments. They operate mainly in Spain but also have an international presence.


BRIEF

Create a completely new and fresh brand while linking the identities of all the seven merging banks. To add to the difficulty of an already complex project, special consideration was needed for an industry—going through tremendous turmoil, discredit, and devastation—in need of an urgent renovation. Bankia created a new banking model based on transparency and trust: a bank which reconciled the purely financial and global with the daily and social part. Bankia is an entirely new way to look at banking in Spain.


APPROACH

We had to come up with a simple, straightforward formula that simplified the choices in consumers’ minds, with the additional challenge of the devalued concept of “trust.” Through the brand proposition of “Building/Facing the future together,” we created an expressive brand world where images, colors, and other graphic elements delivered a compelling, persuasive, and positive brand communication tone. Thanks to its unique positioning and brand proposition, Bankia is earning consumers’ trust and acceptance as one of Spain’s most important financial groups.

Thanks to Interbrand’s great work, Bankia has positioned itself in the mind of consumers as a brand of reference in the financial sector. Our distinctive and powerful logotype is highly visible and recognized and the unique color palette Interbrand proposed has allowed us to own a visual world that makes us stand apart from our competitors. — Esther Arribas, Director of Marketing and Branding of Bankia

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