BANCAJA

We created the visual identity of the bank that invented "a new way of banking".

Bancaja, like the rest of the savings banks in Spain, has at that time the legal opportunity to expand its business throughout the national territory and thus be able to compete with private banks in better conditions. For this reason, it developed a strategic plan that took the banking sector by surprise, based on transparency, good practices and customer trust. Bancaja's bold repositioning calls for a new brand that expresses this "new way of banking".
The new symbol, a large asterisk with open arms, refers to the encounter between two people and the commitment to transparency. Bancaja has no longer used in any contract the small asterisks that hide the "small print" so common in this sector.
The typography is a free reinterpretation of the previous logo, simplifying and updating its characters. We decided to keep the corporate color due to sustainability criteria when implementing it in thousands of bank branches.