Collaborating closely with Landor’s team and BBVA’s in-house team to align creative strategies with the brand’s vision, making sure every element is designed to support readability and usability, particularly across digital platforms where clarity is critical.
The updated logo distils BBVA to its most elemental mark - clean, confident, and engineered for motion and digital environments. The raised 'A' - the ascender - became a purposeful signature: a subtle gesture of aspiration embedded in the wordmark.
A deeper primary blue conveys institutional weight, while teal introduces dynamism across digital and animation contexts. The typeface was chosen for neutrality at scale, with no cultural bias and maximum legibility across scripts.
The focus was to make BBVA feel less like a traditional bank and more like a platform - trusted but forward-thinking, established but ready. We grounded the concept in BBVA's core belief: To bring the age of opportunity to everyone.
To emphasise 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 identity system had to carry this democratic ambition at every touchpoint, from mobile UI to building signage in Mexico City or Istanbul, embodying the values of unity, innovation, and customer-centricity.
⮑ Concept & Strategy
⮑ Overview
⮑ Banking
SECTOR
⮑ Rebrand
PROJECT
⮑ BBVA
CLIENT
