Unicaja Banco, the Spanish financial institution based in Málaga, unveiled a new corporate identity on 8 February 2024, simplifying its name from Unicaja Banco to Unicaja and modernizing its long-standing fan-shaped symbol. The rebrand was carried out by Landor, the brand transformation consultancy owned by WPP, as part of a broader cultural transformation and repositioning effort aligned with the bank’s strategic plan. [1] [2]
Design and History
The Unicaja logo has long been built around the abstraction of an Andalusian fan, a symbol that has accompanied the entity visually for more than three decades. [3] The 2024 redesign retained the essence of the traditional fan but simplified it significantly, reducing the symbol from nine segments to three. According to the bank, the three segments reflect dynamism, openness and progress. [1]
The denominative element was also simplified, dropping “Banco” from the brand name. The bank described the result as a fresher image better adapted to digital channels, without renouncing its traditional values or its focus on proximity to customers and its regions of origin. [1] The change was framed by CEO Isidro Rubiales as “the reflection of a new stage and of the common project that we want to convey to society.” [4]
The rebrand extended progressively across all Grupo Unicaja companies, including Fundación Unicaja and the Unicaja Baloncesto team, whose new badge incorporated the foundation’s logo and renewed its color palette. [5]
Meaning and Symbolism
Green has been the characteristic color of the entity since its origins and remained the principal color in the 2024 identity, though its tone was updated and modernized to adapt to the digital space. Blue was also incorporated into the new corporate color palette. [1] The bank stated that the blue tone reflects “greater solidity and consistency.” [5]
For Fundación Unicaja, the three ascending blades of the updated symbol represent the foundation’s fundamental values: closeness, development and sustainability. The foundation’s green took on a vibrant tone symbolizing connection with the territory, while the new blue reflected confidence and a commitment to innovation. [5] [6]
Typography and Design
As part of the 2024 identity update, the number of typefaces used in the visual identity was reduced to one. The bank kept the same font previously used in its digital channels in order to unify typographic identities across all audiences. [1] The foundation, meanwhile, introduced an exclusive corporate typeface described as more legible and expressive, intended to give the foundation its own voice. [5]
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