This week, BBVA announced its official transition to a unified brand and launched a new logo across its footprint, as it advances in its efforts to offer its customers the best products and services, in an increasingly digital environment.
In the U.S., customers will no longer see Compass. Peruvians will no longer see Continental. Frances will cease in Argentina, and Bancomer will be dropped in Mexico. Across the globe, bank buildings will adorn the freshly minted BBVA logo, with an ascending "A" that will point towards the sky. Onward and upward - but more on that later.
The change underscores BBVA’s aim to deploy a unique value proposition and a consistent customer experience, similar to what customers have come to expect from digital companies across the world. The Group aims to have global products and services, as a result of BBVA’s one-time development process, which allows for worldwide collaboration, resource prioritization, faster speed to market and customization for specific market dynamics.
But what goes into a brand shift on a global scale like this? How many eyes and hands are on the project? What does it take to make a full and smooth transition from the previous brand to the updated one? What words does a company want associated with their new image? This month, we pick the brains of BBVA's marketing team in Madrid, Spain, who has worked seemingly countless hours transforming a global financial entity and showcasing it, literally, to the world.