Banamex Unveils New Brand Identity

Banamex has introduced a new brand identity, marking the beginning of a new era of evolution and commitment to Mexico and its customers. With the tagline Here. For You. Always., Banco Nacional de México aims to strengthen its connection with clients and position itself as a trusted financial partner, offering solutions that drive prosperity through a more modern and relatable brand expression tailored to new generations. 

With this revitalized identity, Banamex redefines its brand presence to reshape public perception and appeal to a broader audience, particularly younger demographics. 

“Banamex is one of Mexico’s most iconic and representative brands. Our new logo honors our legacy while embracing the future. The rosette symbolizes a driving force that instills pride and identity. In this new phase, we are breathing new life into it to foster deeper engagement with our customers, attract younger audiences, and fuel our market growth,” said Manuel Romo, CEO of Grupo Financiero Banamex. 

Guided by the core values of Commitment, Collaboration, Proximity, Trust, and Creativity, Banamex’s new brand identity is characterized by the following elements: 

• New Rosette: This unique and emblematic Banamex symbol has been modernized to reflect 140 years of progress and transformation. In this new iteration, the rosette represents a dynamic, evolving bank that adapts to and supports its customers at every step. 

• Banamex Typography: Designed with bold, contemporary, streamlined, and rounded strokes, the typography is derived from the rosette’s lines, reflecting a modern and fluid aesthetic. 

• Expanded Color Palette: Featuring over 24 vibrant hues, the new color scheme embodies a youthful, energetic, and dynamic bank. 

• Photography Style: Designed to evoke human emotions and celebrate Mexico’s unique essence, fostering a deeper connection with customers. 

• Visual System: Highlights key messaging, enhances engagement with ideas, and delivers more approachable communication. The brand is also optimized for digital environments, incorporating 3D animations. 

• Distinctive Tone and Voice: A more natural, authentic, and inspiring tone will bring the brand closer to customers at every touchpoint. 

• New Jingle: A refreshed sonic identity that reinterprets the classic Leonora Banamex melody.

Since July 2023, Banamex has partnered with the globally recognized brand consultancy, Interbrand, to craft its new brand identity. This transformation unfolded through a four-phase process: brand assessment, strategy development, visual identity design, and rebranding implementation. The objective was not only to redefine the brand’s aesthetic but also to reflect Banamex’s vision for growth and transformation, leveraging its legacy of resilience, adaptability, innovation, and social commitment. 

“This monumental project underscores Banamex’s deep-rooted commitment to Mexico’s progress. At Interbrand, we are truly proud to have played a part in this journey, as it reflects our dedication to Latin American brands in their pursuit of exceeding consumer expectations and aspirations,” stated Gonzalo Brujó, Global CEO at Interbrand. 

With the implementation of the new Banamex identity across its 1,200+ branches, 9,112 ATMs, 39,000 employees, offices, and four historic Casas Señoriales, as well as its diverse range of products and services, more than 20 million Banco Nacional de México customers will witness the beginning of this new chapter. Together, they will be part of the institution’s continued growth and its contribution to the country’s economic and social development.

Interbrand has been a world-leading brand consultancy for 50 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.

In collaboration with the world’s leading brands, Interbrand’s global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, Interbrand helps clients strengthen their brands on an ongoing basis – its approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.

Interbrand is a part of Omnicom’s Brand Consulting Group that sits in the Communications Consulting Network.