BANCAJA

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

Bancaja, like other savings banks in Spain, now has the legal opportunity to expand its business throughout the country and thus compete with private banks on better terms. To this end, it develops a strategic plan that takes the banking sector by surprise, based on transparency, good practices, and customer trust. Bancaja's bold repositioning required a new brand that expressed this "new way of banking."
The new symbol, a large asterisk with open arms, refers to the meeting between two people and a commitment to transparency. Bancaja has not used the small asterisks that hide the "fine print" so common in this sector in any of its contracts.
The typography is a free reinterpretation of the previous logo, simplifying and updating its characters. We decided to keep the corporate color for sustainability reasons when implementing it in thousands of bank branches.