Banco Provincia, formally the Bank of the Province of Buenos Aires, is Argentina’s oldest bank and a state-owned financial institution. In October 2021, the bank introduced a new visual identity ahead of its 200th anniversary, replacing its previous corporate image with a redesigned isologo and the new slogan “Acá se produce” (“Here we produce”).[1]
Design and History
The new identity was developed in-house by the bank’s own creative team of employees, rather than by an external agency.[1][2] The redesign was presented as part of a strategic repositioning aligned with the bank’s stated pillars: support for productive development, permanent innovation, and social inclusion with strong territorial presence across the province of Buenos Aires.[3]
The rollout began in October 2021 across select branches and digital channels, with a progressive expansion planned across the bank’s 420 branches. The goal was to complete the full brand renewal by September 6, 2022, the date of the bank’s bicentennial.[1][3] The same visual identity system was also applied to Grupo Provincia and its eight subsidiary companies, including Provincia ART, Provincia Seguros, Provincia Vida, Provincia NET, Provincia Fideicomisos, Provincia Fondos, Provincia Bursátil and Provincia Leasing, as well as Provincia Microcréditos and Fundación Banco Provincia.[3]
Meaning and Symbolism
The isologo consists of two elements that together form the letter “P,” alluding to the geographic shape of the province of Buenos Aires.[1][3] The main tension is placed on the lower element, which by its position generates the sensation of giving impulse to the province. This element also evokes, in the collective imagination, the sawtooth roofs characteristic of factories.[1][3]
In the color palette, the bank deliberately maintained the predominance of green, described as the color with which the bank is identified. The incorporation of a light blue (celeste) element was intended to represent the diversity of productive sectors and the bank’s integration into the province as a motor of development, according to Juan Manuel Cancelli, the bank’s Institutional Communication manager.[1][3]
Typography and Design
The bank described the new isologo as simple, memorable and dynamic, designed to convey support for productive sectors and closeness with each resident of the province.[1] The wordmark uses a sans-serif (paloseco) typeface of national origin, which the bank stated generates an idea of development and energy. The curved endings of the isologo were noted as lending warmth and reinforcing the closeness of the brand.[3]
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