Banco Bradesco, one of Brazil’s largest private banks, has used a stylized tree as its corporate symbol since 1997. The current identity, introduced in November 2018, is an evolution of that tree mark rather than a complete departure, updated by the agency Superunion Brasil to feel more contemporary and suited to digital media.[1]
Design and History
The tree symbol was created in 1997, when the bank’s logo incorporated geometric elements that formed the trunk and crown of a tree.[2] That identity was designed by the North American firm Landor Design, which developed the corporate mark in the United States.[3] According to the bank’s launch materials at the time, the graphic elements depicted a tree as a “symbol of life and growth.”[3]
The 1997 mark remained largely unchanged until 2012, when two points of the box surrounding the tree were rounded.[4] In November 2018, Bradesco presented a new version of its logo, developed by Superunion Brasil.[2] The bank chose to modify the existing mark rather than create a new one because it was already widely recognized by the public, with 94% spontaneous recognition of the logo alone.[4]
Key changes in the 2018 update included the removal of the box around the tree, a new proprietary typography, and a lowercase “b” in the wordmark.[1] The bank also announced that the name would always be used in lowercase letters, and that the brand was no longer limited to red and white, with other color combinations permitted.[5]
Meaning and Symbolism
According to Bradesco’s official brand materials, the two upper strokes of the symbol allude to the crown of a tree and signify welcome and protection. The two strokes at the base, one larger and one smaller, suggest a trunk and represent the bank’s commitment to supporting clients of all sizes.[6] The intersection of the strokes that form the crown makes reference to the relationship between the bank and its clients.[1]
In the 2018 version, the base strokes received a cut at a 30-degree angle, which the bank said reflects its growing confidence in Brazil, in the talent of its people, and in the strength of its entrepreneurs.[2] Earlier official descriptions of the 1997 mark added further layers: the two base strokes also suggested an urban landscape and an ascending bar chart, reflecting the bank’s optimism about the future of the Brazilian economy.[6]
Typography and Design
The 2018 rebrand introduced a proprietary typeface called Bradesco Sans, developed by Fabio Haag Type in collaboration with Superunion and Publicis.[7] The typeface was the result of a year and a half of development, with a total of 14 typographic ideas considered.[7] The official brand guidelines identify Bradesco Sans as the bank’s typographic voice.[7]
The new wordmark uses a sans-serif, minimalist typeface with the letter “b” in lowercase.[1] Red remains the predominant color, now appearing in new combinations such as gradients.[1]
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