BBVA – New Global Card Experience
Year
2019
Client
BBVA
Role
Design Lead
About the project
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.
Understanding the past to create a brighter future
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.
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.
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.
This should feel like a revolution, not an evolution.
We wanted this new identity to feel consequential—consequential budgets should have positive consequences.Invest in our wordmark, not a new symbol.
We wanted to build on our existing strengths. The four letters B, B, V, A are uniquely ours and recognizable around the world.We want this to symbolize opportunity.
In all of our countries, the most common idea of opportunity is the concept of prosperity—elevating one’s life to achieve a better, more comfortable level of living.
Conclusion
The most common idea of opportunity is prosperity–elevating one’s life to achieve a better, more comfortable level of living.
