Banco Pichincha, with more than 112 years of history, is Ecuador’s biggest bank which
also has a presence in Peru, Colombia, Spain, the USA and Panama. Throughout these
years they have dedicated their work to the sustainable and responsible development
of the Andean region and its inhabitants. The old brand, unchanged for almost a
century, has given way to a renovated image, a symbol for new era of transformation
and innovation. Erretres was chosen as the agency to realise the brand’s evolution after
a successful bidding process in which other large international agencies participated.
STRATEGY
The project began in 2015, starting with research and analysis of the bank, with
numerous research trips and meetings with managers from various departments. This
aimed to develop a brand strategy which would work across the different countries in
which the bank works, given that each market has different business practices and
distinct clientele.
At the end of the process, a new brand positioning and brand attributes were defined.
The brand’s historical name was also addressed (Banco Pichincha, previously Banco
del Pichincha), which is associated with the volcano and the region of the same name.
This region holds Ecuador’s capital Quito, and also lends its name to the battle during
which Ecuador proclaimed its independence.
THE CONCEPT
The brand’s original symbol was a monogram which had been used for decades, and
so was becoming antiquated and suffering problems with legibility and adaptability to
digital media.
Based on the attributes defined during the strategic phase of the project, the idea
arose of creating a new symbol to represent the close relationship of trust between the
bank and its people and their commitment to the region’s development, suggested by
the upwards movement of the element within the symbol (the simplified expression of
a rising arrow). Thanks to its reduction to a purely graphical essence, the symbol is
perfectly adaptable to all kinds of formats and applications, as it is recognisable even in
its most reduced form.
As such, the symbol’s inherent concept can be resumed as a secure space which
welcomes the close and trusting relationship (suggested by the curved rectangle)
between the bank and its users, propelling the development and prosperity of its
people (the rising arrow represented by the straight shape in the upper right corner).
THE LOGO
For the brand’s logo, a high quality custom logotype was designed, composed of the
letters in an uppercase sans-serif typeface. Rounded edges were selectively added to
evoke a friendly and warn sensation, as well as a more modern image.
TYPOGRAPHY
A contemporary and neutral type family was chosen as the corporate typeface,
qualities which make it ideal for use across the numerous and diverse applications
required by a bank, such as editorial work, signage, digital and other uses.
It is used in its two variations: slab (with a strong character for a unique and
recognisable identity) and sans-serif (for optimal legibility and use in digital
environments), all in order to organise the typographical hierarchy according to the
uses required.
COLOURS
From the beginning, intuition dictated that yellow should be maintained as the bank’s
principal colour to conserve the brand’s legacy, and also because it is highly differential
within the sector. Yellow is also present in the majority of the country flags of the
Andean region, and holds positive connotations as a symbol of positivity, happiness,
light (the sun’s rays are perpendicular on the equator), and prosperity, amongst others.
A brighter and fresher tone of yellow was chosen in order to rejuvenate the brand, and
it was combined with an elegant and modern navy blue (a new wink to the Ecuadorian
flag) to substitute black, which contrasted too strongly with yellow.
PHOTOGRAPHIC STYLE AND ICONOGRAPHY
Keeping with the bank’s redefined personality, a new photographic style was
established with which the bank wanted to make clear the pride it takes in aiding the
personal development of its clients, from small local businesses to young
entrepreneurs or private banking clients. Likewise, a custom icon style was designed
whose construction is a nod to the arrow within the bank’s symbol, and which work
perfectly in both physical and digital environments.
GRAPHIC ELEMENTS
In line with the bank’s positioning a grid was created which, though its graphic
simplicity, symbolises two entities facing each other, in this case the sincere
relationship between the bank and its clients. This relationship takes the shape of two
triangles which meet and expand across a flexible graphic system, which is adaptable
to different platforms and formats, and which acts as a container for images and text.
APPLICATIONS
An essential condition for the new identity which was clear from the start was that it
should be able to perfectly adapt to all kinds of applications and media, especially
digital, given that very soon it will be (and practically already is) the natural
environment in which the brand works.
As such Erretres has designed an integral project, which ranges from the corporate
stationary to numerous contact points, including the design of the signage for the
office façades, interior wayfinding, cash machines and their screens, credit cards,
chequebooks, welcome packs, ID badges, bank statements, corporate publications,
brand application on the website and mobile app, newsletters, formats for social
media, corporate videos, online and offline publicity, head offices, and much more.
For many of these applications, local adaptations had to be made in order to tend to
the specific needs of each country in which the bank has a presence (Ecuador, Peru,
Colombia, Spain, the USA and Panama).
RETAIL
A fundamental part of the project consisted of designing the most important
application of the brand in their branches and offices: façade signage, totems,
banners, plaques, informative vinyl overlays, window signage, cash machine, internal
signage, etcetera.
