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BBVA Rebrand 2019

BBVA is at a pivotal point of digital transformation bringing the age of opportunity to everyone. This deserves an identity that reflects our commitment to innovation, our unified position in the marketplace, and the promise we offer to our customers.

The BBVA Design team started designing the new identity by understanding the history of our logo. Our brand has a rich visual history having created new identities as it grew from a local Spanish bank into a global brand. The unique “B” and “V” shapes were drawn in 1988.


BBVA is at a pivotal point of digital transformation bringing the age of opportunity to everyone. This deserves an identity that reflects our commitment to innovation, our unified position in the marketplace, and the promise we offer to our customers.

Building on existing strengths


BBVA has developed immense brand equity in its four letters as well as the blue corporate color. We wanted to build on top of these core elements.

We redefine the card experience across all channels, adapting to user needs.


In addition, we design the safest BBVA cards without sensitive data on the plastic. Cards with dynamic CVV code and sustainable materials (recycled plastic). A new era in the world of BBVA payments.

The four letters B, B, V, A are uniquely ours and the color blue has been our primary color since 1969, when the Banco de Bilbao logo was first designed.

Key decisions that influenced the final design


Three important decisions were made at the beginning of the project that set the tone and direction of the overall identity.

1

  1. This should feel like a revolution, not an evolution.

2

  1. Invest in our wordmark, not a new symbol.

3

  1. We want WE WANT THIS TO SYMBOLIZE OPPORTUNITY

The most common idea of opportunity is prosperity–elevating one’s life to achieve a better, more comfortable level of living.

Creating the logo


A team of four internal BBVA designers from our different country design teams collaborated with our partners at Landor London to explore different logo proposals and ultimately design the final logo together in our studio in Madrid

The new logo in use


The logo was designed with a digital-first approach to maintain the strenght of the letters at any size.

App Icons

Headquarters (Madrid). Credit Cards

Offices

Digital Assets

Creating a design system to compliment the new identity.


To emphasize the ideas of opportunity and ascension, we infused two concepts into every decision across the design system. Light: the promise of new opportunity and growth. Elevation: the ability to ascend and prosper in life.

Light and elevation are two concepts infused into all design decisions.

The System.


To emphasize the ideas of opportunity and ascension, we infused two concepts into every decision across the design system. Light: the promise of new opportunity and growth. Elevation: the ability to ascend and prosper in life.

The "Lightstream".


Soaring ambition. Embracing exponential technology to make banking better for our customers. Dramatising the trajectory of an opportunity being realized, we created a dynamic asset that acts as a beacon of aspiration, of what we hold true for our customers and for ourselves.

Photography.


Capturing evocative light at the ‘golden hour’ of the morning, and exaggerating our brand colours within elements of the imagery, we capture the anticipation of a new day and create a unique, ownable image style.

The new BBVA Design System.


A flexible system that carves out a distinct place for BBVA in the market and drives a positive emotional reaction.