Banco Safra is a Brazilian financial institution headquartered in São Paulo, operating in the banking and investment sector. Its visual identity has evolved over time, with a documented modernization of the brand’s visual language announced in October 2019.
Design and History
In October 2019, Banco Safra launched an institutional campaign that introduced a modernization of the brand’s visual identity. The bank stated that “the traditional blue gains the complement of bordeaux, bringing more lightness and sophistication to the institution’s day-to-day.” Two horizontal bars were also added to the bank’s communications, symbolizing “the solidity and security that Safra has conquered throughout its history.” [1] [2]
Earlier versions of the Banco Safra logo used a crest-style emblem. A 2006 archived version of the bank’s Wikipedia entry shows the company logo as an image file named “Brasao60up.jpg,” the Portuguese word for “coat of arms” or “crest.” [3] Photographs of the bank’s headquarters on Avenida Paulista in São Paulo, taken in 2010, also document the corporate logo displayed at the building. [4]
Meaning and Symbolism
According to Banco Safra, the bars symbolize “the solidity and security that Safra has conquered throughout its history.” [1] The same announcement describes the addition of bordeaux to the traditional blue palette as bringing “more lightness and sophistication” to the institution. [2]
No official source documents the specific meaning of the earlier crest-style emblem or its individual elements.
Typography and Design
The bank’s website uses the Helvetica Neue typeface in its web stylesheets, but this does not confirm the typeface used in the logo itself. [5]
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