After more than 150 years of history, Ibercaja has embarked on a brand transformation designed to strengthen its human and social essence. The goal: to accompany people at every stage of their lives, creating sustainable value for customers, businesses and society.

A brand strategy aligned with its purpose

In collaboration with BrandFor, Ibercaja undertook a comprehensive branding process to refresh its strategy, brand architecture, and visual and verbal identity. The aim was clear: to highlight its vocation for service and its closeness to people.

Ibercaja’s purpose, “to help people build the story of their lives, because it will be our story too”, became the essential starting point for a positioning that presents it as a bank that supports, advises, and creates value and a positive impact on society.

Values that build trust

The new brand strategy is anchored in four core values:

• Closeness – the ability to support and understand people in every decision they make.
• Authenticity – acting with honesty and building relationships based on trust.
• Vocation – reflecting a deep commitment to offering the best service and contributing to society’s financial literacy.
• Drive – helping people, businesses, and communities to grow with agility and dynamism.

These values bring to life a brand personality that is empathetic, human, committed and dynamic, consistently expressed across every touchpoint.

A visual identity that connects past, present and future

The updated visual identity reinforces Ibercaja’s historic roots while looking ahead to the future.

• Colours: the “Río Ibercaja” blue, symbolising trust and stability, is paired with the “Tierra Ibercaja” red, which conveys energy, vitality and warmth, with white acting as a unifying element throughout.
  
• Logotype: created from a bespoke typeface designed exclusively for Ibercaja, the logo strikes a balance between solidity, confidence and forward-looking ambition.
  
• Visual language: a photographic style that captures everyday life with authenticity and warmth, complemented with a system of illustrations derived from Ibercaja’s symbol, builds a distinctive and coherent graphic universe.

A narrative with people at its heart

The rebrand went beyond design, launching alongside a positioning campaign developed by the Ibercaja’s creative agency. Under the message “Nos mueves tú”, the campaign highlights Ibercaja’s unique way of doing banking — one centred on closeness, expert advice, and the reinvestment of 100% of its profits back into society.

A narrative with people at its heart

The rebrand went beyond design, launching alongside a positioning campaign developed by the Ibercaja’s creative agency. Under the message “Nos mueves tú”, the campaign highlights Ibercaja’s unique way of doing banking — one centred on closeness, expert advice, and the reinvestment of 100% of its profits back into society.