Banco do Estado do Rio Grande do Sul S.A., widely known as Banrisul, is a Brazilian state bank headquartered in Porto Alegre. Its visual identity has undergone two significant transformations: the original mark created in the 1970s by pioneering Brazilian designer Aloísio Magalhães, and a comprehensive rebranding launched in May 2022.
Design and History
The bank’s iconic three-cube symbol was created in the 1970s by artist and designer Aloísio Magalhães, one of the pioneers of modern Brazilian design. Magalhães’ studio, Aloisio Magalhães Programação Visual Ltda., was commissioned in 1970 to rework the institution’s visual identity, which at the time was still operating under the name BERGS (Banco do Estado do Rio Grande do Sul S/A). The bank adopted the Banrisul name in 1971, and the logo was modified and remained in use for decades afterward.[1][2]
According to the bank’s own description, the three cubes symbolized efficiency, solidity and organization, the basic principles of the company.[3] The mark was modified in 2005 with a more modern presentation, including a repositioned pictogram and a rounder typography, though the change was not considered a deep transformation.[3]
On May 23, 2022, Banrisul launched a new brand as part of a rebranding process that included a new positioning and the concept “Nossa conexão transforma” (Our connection transforms).[4] The new logo features lowercase lettering, lighter colors and three interlinked hexagons designed to convey the idea of connectivity.[5] The lighter, more colorful design updated the three cubes that had accompanied the bank’s logo since its creation, now representing the connected collective.[5]
President Cláudio Coutinho explained that the rebranding was necessary because the previous model communicated only part of what the bank represents, showing the strength of a solid institution but not conveying other attributes acquired over the years, such as the capacity to modernize and a focus on the digital environment and connectivity.[6]
Meaning and Symbolism
The three cubes of the original mark, created by Aloísio Magalhães, represented efficiency, solidity and organization.[3] In the 2022 redesign, the three interconnected hexagons evolved to a new concept: they now signify the human, the collective and the present.[7]
The traditional blue color was maintained to respect the bank’s history and essence, while two new colors were added: purple, representing modernity, and green, representing sustainability.[4][8] The bank’s 2022 sustainability report describes the new brand as representing the institution’s current moment: a collective, humane and contemporary institution, in addition to the historical attributes of security, solidity and credibility.[9]
Typography and Design
The 2022 logo uses lowercase lettering throughout, a notable departure from the previous wordmark. The typography is described as a modern style commonly used in technology sectors, with increased letter spacing (tracking) that facilitates reading and conveys a friendlier image.[3] The new symbol was simplified from the traditional three-dimensional cubes to a two-dimensional representation of three connected hexagons, making monochromatic applications easier.[3]
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