Grupo Financiero Banamex, the Mexican financial group behind Banco Nacional de México, has used a distinctive roseta (rosette) symbol as its core brand mark for decades. The current identity, unveiled in March 2025, modernizes that roseta while preserving its recognizable form.
Design and History
The roseta symbol was created in 1975 by Fernando Mercado del Collado of the firm Walter Landor Associates. The mark is composed of five interlocking letters “B” that form a star at the center, inspired by pre-Hispanic grecas (geometric patterns) and resembling a spinning pinwheel. Each “B” represented one of the five institutions that made up Banamex’s multiple banking operation: Banco Nacional de México, Financiadora de Ventas Banamex, Financiera Banamex, Hipotecaria Banamex and Seguros América.[1][2]
The logo was originally colored black, and in 1992 it adopted its red color. That same year, a corporate typography was designed by Ricardo Salas, Tullia Bassani, Gabriela Ricoy, Dorothea Flury, Rogelio Cuevas and Mónica Puigferrat, with slightly inclined and rounded edges to convey modernity and dynamism. This identifier remained in use until 2002.[3][4]
In March 2025, following the operational separation from Citi, Banamex presented a new brand identity developed with the consultancy Interbrand. Work on the rebranding began in July 2023 and went through four phases: brand diagnosis, strategy development, image design and implementation. The new identity restored the standalone Banamex name, dropping the “Citibanamex” composite brand that had been used since Citi’s acquisition in 2001.[5][3]
The new roseta was modernized to reflect the bank’s 140 years of evolution. According to Manuel Romo, director general of Grupo Financiero Banamex, the roseta now symbolizes a vital motor representing a living bank in motion that adapts to and accompanies its clients.[6]
Meaning and Symbolism
The five “B” letters in the roseta each represent one of the five institutions that constituted Banamex’s multiple banking operation when the mark was created in 1975.[1] The star formed at the center of the interlocking letters references the bank’s service, according to the designer Fernando Mercado del Collado.[2]
In the 2025 redesign, the roseta was described by Banamex’s director general as “a vital motor that fills us with pride and gives us identity.”[5] The new identity is built around five brand values: Compromiso (Commitment), Colaboración (Collaboration), Cercanía (Closeness), Confiabilidad (Reliability) and Creatividad (Creativity).[6]
Typography and Design
The 2025 identity introduced a custom Banamex typography with wide, modern, stylized and rounded strokes that derive from the lines of the new roseta.[6] The color palette was expanded to more than 24 colors, intended to present the bank as more vibrant, youthful and dynamic.[7] The brand system was also adapted for digital environments with 3D animation.[8]
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