Brand Union

News Madrid

Brand Union strengthens the brand of Popular

February 04 2015

‘Firmly forward’ will be the new tagline of the bank

Banco Popular unveiled a new brand identity in Madrid last week, developed in conjunction with Brand Union. The bank’s name has been simplified from ‘Banco Popular’ to just ‘Popular’, and was revealed alongside a new positioning and visual identity, symbolising the bank’s plans for the future. The new brand was presented at a press conference at Abelias, the corporate headquarters in Madrid.

With 90 years’ banking heritage, Popular wanted to consolidate the role of the brand as a key strategic asset of the bank and appointed Brand Union to assist with the new identity and the evolution of a new banking proposition: ‘Boosting companies, people and society’.

Pilar Domingo, Managing Director at Brand Union in Madrid said: “The new brand looks to align the bank’s image with its reality and new positioning. From the strategic platform to the visual and verbal identity, the new brand drives the future of the organisation, strengthening its differentiation as a solid, experienced and professional bank, a bank to grow with, as the country grows again.”

The identity itself takes on a typographic form in a bid to express the determination of an expert bank. The upward line device reflects the banks evolution and growth, whilst the graphical system of illustrations, pictures and type brings freshness and versatility to the visual language.

Brand Union also crafted the bank’s new tone of voice, condensing the new value proposition under the tagline ‘Firmly forward’ – communicating a message of respect and commitment to the profession, the business fabric and society.

The new identity marks a key milestone for Popular as the foundation on which the bank aims to evolve its brand experience. It will be rolled out across all touchpoints, including a new commercial web presence, as well as the modernization of over 2,000 branches throughout the course of 2015.