More than a year ago, BBVA hit a historic milestone when it changed its global brand identity, offering a unique value proposition and a common, consistent user experience. An important element of the bank’s new identity is its ray of light.
Heather Spratt, Global Head of Brand, explains the meaning of the light stream as a visual complement to BBVA’s new brand identity.
Under the slogan of ‘Creating Opportunities’, the BBVA brand identity is created where the ray of light becomes a fundamental graphic element. Thelight strteam represents the promise of new opportunities and growth.
Now more than ever, BBVA wants to provide hope in dark times, symbolizing the idea of opportunities that are created for everyone..
Thus light becomes the perfect complement to the BBVA logo because it helps give it a sense of movement and serves as a metaphor for aspiration.