Brand

Brand

An identity adapted to the new era

From the point of view of the brand, Bankinter's corporate identity had evolved greatly over the past few years in the traditional environment and not so much in the digital environment which continued under the parameters established in the 2005 rebranding process. Precisely because of this, last year the Group's image was harmonised in all areas of its digital activity, providing it with a greater level of coherence to make the online and off-line experience received by customers to be homogeneous and consistent.

The advances attained in this respect required prior work to make the bank's applications uniform as they had been created without a clear structural template in accordance with the requirements imposed by the business. One of the main challenges was to define a common decision tree using three parameters, each with a different colour, such that the customer could easily become familiar with them. Movements within the applications were also unified, making them more gradual.

The persons responsible for the Brand proposed a broader colour palette for visual identity that was susceptible to being operated in all environments and always being available. Naturally, the change had to be subtle so that there was no disruption and so that the style distinguishing Bankinter from a corporate point of view for more than 10 years continued to be present.

An important lever within Bankinter's corporate identity is its own distinguished font that was developed together with the rest of its identity elements to adapt it to new mobile devices. Some changes were made although the essential traits were maintained. The most notable item was the elimination of the small adornments that accompanied the letters (serifs), that acquired more rounded shapes to allow for better legibility.

The changes will be progressively implemented in all areas from applications to the signs on facilities and, of course, the offices in Portugal. A large part of the Brand efforts were concentrated in the Portuguese market in 2016 given the need to replace the previous corporate identity.

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