Founded in Mexico, Banamex is a major financial organization, with millions of customers and an extensive network of offices and ATMs. The bank ranks among industry leaders, offering various services from everyday banking to comprehensive business solutions.
For many years, the bank was part of the global financial group Citi, which was reflected in its previous logo: a complex compound name, Citibanamex, and graphics combining the two brands. Despite being prominent, the design proved difficult to perceive and pronounce.
The new identity, developed by Interbrand, restores the bank’s original and recognizable name, Banamex. The graphic symbol “Roseta,” consisting of five elements resembling the letter “b,” has again become central to the logo. The symbol has been updated, appearing neater and acquiring a symmetrical form. This allows for vibrant and harmonious animations in a dynamic digital environment, visually emphasizing the bank’s modernity.
The color palette became saturated and vivid. Coral and dark turquoise became the primary colors, an unusual choice that distinguishes the brand from traditionally strict financial institutions. These shades form a lively palette, adding freshness to the bank’s visual style.
The new text logo features a contemporary font inspired by the geometric outlines of the symbol. Despite minor font details that may be perceived ambiguously, the letters look confident within the overall composition alongside other design elements.
The brand’s visual language is complemented by using separate “Roseta” elements as graphic modules, creating compositions with images and text. This makes the bank’s visual identity recognizable and adaptable.
The updated Banamex returns as an independent brand, gaining an expressive and energetic identity that distinctly sets it apart from competitors.
