BBVA a banking beehemoth in Spain (and other countries) has changed its branding design to a digital first approach and is worthy of special consideration. As the BBVA rebrand comes after Santander’s modern tweak: moving from serif to san serif; the creation of Bankia which originated during the crisis and wasn’t pretty in many ways. However the design team at BBVA with the help of Landor London have: discovered, crafted and implemented a design which speaks to the previous BBVA design, is all new, is digital first, and will work into the future across all the different media that global organisations use.
The previous logo is shown immediately below and did the job; however the banks focus on innovation demanded the change. In their portfolio notes it was stated that a revolution was desired instead of evolution – and this is plain to see.
Their bold choices and departure from the past is clear with the use of “direction” or the “gain & loss” diagonal in the logotype and the background artwork. This is a key design aspect making clever use of the V and A in the logotype. BBVA didn’t want a logoform yet have a graphic within the logotype. This positive diagonal can be seen with Deutsche Bank.
Decisions that influenced the design:
1. Should feel like a revolution, not an evolution.
2. Invest in the wordmark, not a new symbol.
3. Want to the branding to symbolise opportunity.
The branding design team started with a digital first approach and this is seen with the choice of typeface and gradient diagonal that is called the “Lightstream”, see below.
The design team at BBVA included mapping for brand feel across all elements and these are shown immediately below, within the design system.
The elements in the design system are used, with selected imagery, to present a range of design items to display the new branding to the banking public, see below.
This new identity design for BBVA is considered by me to be an example of how a large global organisation with quarterly profits, often over a billion, can work within themselves and consultants to sign off a good piece of design that will help their business and pushes the creative scope of their sector. The effects of this innovative design are only yet being felt and the BBVA logo & branding design will work effectively for years to come, providing an aesthetic that will invite the web and mobile focused customers of the future.
I welcome this design and hope other related organisations follow their example and that the BBVA design team move their focus inside the banks for an improved customer experience.