BBVA unveils a new, more optimistic and empathetic brand identity
BBVA has adopted a new slogan, ‘Let’s move forward,’ replacing ‘Creating opportunities.’ The shift, part of a broader rebrand, aims to reflect the bank’s commitment to customers and its support for individual and business progress with a positive, empathetic tone. The move seeks to sharpen BBVA’s differentiation in an increasingly competitive market, while reinforcing its focus on inclusion and diversity.
BBVA’s new identity marks a step toward more engaging and cohesive communication, aligned with its purpose: ‘Support your drive to go further.’ With the slogan ‘Let’s move forward,’ the bank positions itself as its customers’ trusted partner in building a shared future.
The refreshed visual identity includes updated typography, iconography, illustrations and photography, aiming to convey warmth, accessibility, and consistency across customer touchpoints. The bank’s verbal identity has also evolved, adopting a tone that is transparent, inspirational yet grounded, empathetic but restrained, and plain-speaking without sacrificing depth.
Why change, and why now?
The financial landscape has shifted. Traditional banks risk losing ground to digital rivals that offer simpler, more immediately appealing products and direct communication. In response, BBVA is sharpening its differentiation by adopting a relationship model centered on customers' personal goals and needs, rather than the bank’s own product offering. The aim is to place the customer at the heart of every interaction, with trust and sincere engagement as core principles.
BBVA’s new visual identity debuted on May 20, 2025, with an updated app in Spain, and is now being gradually rolled out across ATMs, branches and other platforms. For the time being, old and new designs will coexist to ease the transition for users.
Inclusivity is a central tenet of the bank’s new positioning. BBVA seeks to be responsive to all individuals, foster a culture that embraces diversity, and promote equal opportunity. The rebranding also champions clear, simple language to ensure communication remains accessible and respectful.
This rebrand goes beyond aesthetics: it reflects BBVA’s broader shift in value proposition, organizational culture and engagement with society. “We want to support our customers’ drive to go further, strengthening their confidence and decision-making in a world that is increasingly complex and unpredictable,” says Sofía Rodríguez-Sahagún, BBVA’s Global Head of Digital Marketing and Sales. “Individuals and businesses alike face uncertainty in achieving their goals. To navigate this new reality, they need a forward-looking bank that stays ahead, provides guidance and inspires trust.”