The global banking group BBVA was created in Spain in 1857 and then expanded to other countries. It now owns thousands of subsidiaries worldwide, including numerous offices in the United States, South America, and Mexico. The organization’s business model is based on clients’ financial education and the introduction of new technologies. She supports culture, research and positions herself as an international consultant on the digital economy.
Meaning and History
Not so long ago, the company undertook a rebranding, modernizing the logo and uniting its branches under one name, “BBVA.” The new identity was to reflect the unity of all parts of the group. She also had to show the bank’s transformation, which was constantly improving but did not change its image for 19 years. In the past, the redesign was much more frequent and was associated with a change in a financial institution’s structure or the search for an individual style.
1857 – 1981
In 1857, the Banco de Bilbao was founded, named after its hometown. It is one of the two predecessors of the modern BBVA. Its emblem consisted of a “BB” monogram inside the ring and was complemented by the word mark “BANCO DE BILBAO.” All letters except “O” had short sharp serifs. The thin font was in line with Roman tradition, and the black and white color scheme was in line with 19th-century typography.
1981 – 1988
In the 1980s. Banco de Bilbao approved the logo with a blue rectangle as the background for the lettering. The monogram has moved to the left and remains inside the circle outlined with a dark outline. The name of the financial institution was white, and the letters “BB” turned blue.
In 1988 Banco de Bilbao decided to merge with another Spanish bank – Banco de Vizcaya. When the merger agreement was signed, the newly formed Banco Bilbao Vizcaya used a rectangular logo with its name and the abbreviation “BBV” after the big dot. All lettering was in bold Futura Condensed sans serif. The color scheme resembled the Banco de Bilbao logo’s palette: white text on a dark blue background.
1989 – 2000
The merger procedure was completed in 1989. Simultaneously, the official registration of the BBV brand and a change in its identity took place. She was designed by specialists from Artime, Nebot & Capell. They replaced the rectangle with a square and placed it on top, and inside they placed the abbreviation “BBV” and an arc of four five-pointed white stars. Under the rectangle was a blue inscription “BANCO BILBAO VIZCAYA.” The font was disproportionate: the letters consisted of lines of varying thickness.
2000 – 2019
After the merger of BBV with the public bank Argentaria, a financial institution called Banco Bilbao Vizcaya Argentaria was formed. Its logo was much simpler than its predecessor: it contained only the blue letters “BBVA.” They used the same font that used to write the abbreviation in the square.
2019 – present
The brand needed a reboot, especially after the change of leadership in 2019. The new president of Carlos Torres hired the prestigious consulting firm Landor, and specialists, together with their BBVA team (50 designers from different countries), began to develop a modern corporate image. Representatives of DDB and BBVA Creative agencies participated in the process. Creative searches, a survey of 5,000 people, and creating a corporate identity took four months.
The banking group’s deposition took place at the structural level: all branches, except for the Turkish one, received the common name BBVA and one logo at all. The design update was not fundamental: the traditional bank signature changed the font and had an “A” at the end. Over the next year, the wordmark was integrated into 3,000 e-applications and 8,000 offices.
The designers deliberately did not use graphics because they had a completely different task: to depict the company’s name without additional decorative elements. They decided to play on the letters’ shape, using “V” and “A” to create a diagonal.
Two of the same signs, which are directed in opposite directions, symbolize balance. The “A” is slightly raised above the string, so it appears to be flying upward. There are associations with growth and forward movement. Also, both letters look like arrows, which is a reference to the digital world. This iconography brings the bank closer to the Internet and technology. One arrow looks up and the other down, and this is also no coincidence. The peaks and troughs are reminiscent of the jumps in the stock market.
Font and Colors of the Emblem
The biggest change in 2019 was the font update. Designers have ditched asymmetric shapes, rounded edges, and individual style in favor of typography without unnecessary elements. They took the Benton Sans BBVA typeface as a basis but completely redesigned the last two letters. As a result, “V” and “A” look the same and have an angle of 180 degrees.
The color of the logo has also changed, although not so much. It stayed dark blue, just a change to Yale Blue (# 14549C).