{"id":8079,"date":"2025-09-23T14:59:12","date_gmt":"2025-09-23T12:59:12","guid":{"rendered":"https:\/\/brandfor.com\/?p=8079"},"modified":"2026-05-25T20:15:31","modified_gmt":"2026-05-25T18:15:31","slug":"ibercaja-a-purpose-drivenbrand-evolution","status":"publish","type":"post","link":"https:\/\/brandfor.com\/en\/discover\/ibercaja-a-purpose-drivenbrand-evolution\/","title":{"rendered":"Ibercaja: a purpose-driven brand evolution"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">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.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img alt=\"\" decoding=\"async\" src=\"https:\/\/brandfor.com\/wp-content\/uploads\/2025\/09\/Art-ibercaja-1020x1024.png\" alt=\"\" class=\"wp-image-5894\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">A brand strategy aligned with its purpose<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ibercaja\u2019s purpose, \u201cto help people build the story of their lives, because it will be our story too\u201d, 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Values that build trust<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The new brand strategy is anchored in four core values:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Closeness <\/strong>\u2013 the ability to support and understand people in every decision they make.<\/li>\n\n\n\n<li><strong>Authenticity <\/strong>\u2013 acting with honesty and building relationships based on trust.<\/li>\n\n\n\n<li><strong>Vocation <\/strong>\u2013 reflecting a deep commitment to offering the best service and contributing to society\u2019s financial literacy.<\/li>\n\n\n\n<li><strong>Drive <\/strong>\u2013 helping people, businesses, and communities to grow with agility and dynamism.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These values bring to life a brand personality that is empathetic, human, committed and dynamic, consistently expressed across every touchpoint.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A visual identity that connects past, present and future<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The updated visual identity reinforces Ibercaja\u2019s historic roots while looking ahead to the future.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Colours:<\/strong> the \u201cR\u00edo Ibercaja\u201d blue, symbolising trust and stability, is paired with the \u201cTierra Ibercaja\u201d red, which conveys energy, vitality and warmth, with white acting as a unifying element throughout.<br><\/li>\n\n\n\n<li><strong>Logotype: <\/strong>created from a bespoke typeface designed exclusively for Ibercaja, the logo strikes a balance between solidity, confidence and forward-looking ambition.<br><\/li>\n\n\n\n<li><strong>Visual language: <\/strong>a photographic style that captures everyday life with authenticity and warmth, complemented with a system of illustrations derived from Ibercaja\u2019s symbol, builds a distinctive and coherent graphic universe.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">A narrative with people at its heart<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The rebrand went beyond design, launching alongside a positioning campaign developed by the Ibercaja\u2019s creative agency. Under the message \u201cNos mueves t\u00fa\u201d, the campaign highlights Ibercaja\u2019s unique way of doing banking \u2014 one centred on closeness, expert advice, and the reinvestment of 100% of its profits back into society.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A narrative with people at its heart<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The rebrand went beyond design, launching alongside a positioning campaign developed by the Ibercaja\u2019s creative agency. Under the message \u201cNos mueves t\u00fa\u201d, the campaign highlights Ibercaja\u2019s unique way of doing banking \u2014 one centred on closeness, expert advice, and the reinvestment of 100% of its profits back into society.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img alt=\"\" decoding=\"async\" src=\"https:\/\/brandfor.com\/wp-content\/uploads\/2025\/09\/Ibercaja-Mesa-de-trabajo-1-copia-30-1024x577.webp\" alt=\"\" class=\"wp-image-4585\"\/><\/figure>\n\n\n<a class=\"wp-work-link-block__link\" href=\"https:\/\/brandfor.com\/en\/work\/ibercaja\/\">VIEW PROJECT<\/a>","protected":false},"excerpt":{"rendered":"<p>Ibercaja evolves its brand to be closer to people, accompanying them through every stage of their lives.<\/p>\n","protected":false},"author":1,"featured_media":8635,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[57],"tags":[],"class_list":["post-8079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eng-clients"],"_links":{"self":[{"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/posts\/8079","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/comments?post=8079"}],"version-history":[{"count":2,"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/posts\/8079\/revisions"}],"predecessor-version":[{"id":9995,"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/posts\/8079\/revisions\/9995"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/media\/8635"}],"wp:attachment":[{"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/media?parent=8079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/categories?post=8079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfor.com\/en\/wp-json\/wp\/v2\/tags?post=8079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}