BY Armin

Tu Banco es mi Banco

I was going around a few web sites yesterday and I stopped by Tony Spaeth’s Identity Works where I spotted this beauty. It looks like it was completed and launched back in September, so it’s not completely fresh, at least not just in its date. Ixe Grupo Financiero, established in Mexico in 1996, is one of the strongest financial groups around at the moment (or so I am told, and so I understand) perhaps because of their corporate and high income audience, and they have opened El Banco Deuno. It translates very roughly as “One’s (own) Bank.” And it is targeted to the burgeoning middle income class, which until a few years ago was not as prosperous as what is known as middle income class in the US or Europe. Point being: El Banco Deuno is a friendly, accessible and modern bank with strong roots in Mexico. The identity has been designed by Saffron and it is quite fantastic.

Color palette

Deuno Sans Heavy, the custom typeface designed by Mike Abbink and Paul van der Laan, based on pre-Columbian designs from the ancient cities of Mexico.

Brand extensions for credit and mortgage.

The identity in action.

Like many other chunky typefaces, this one can be filled in.

As you can see this is a very nice, colorful and active identity. It’s just January, but this will be, for me at least, one of the best of the year. Of course, it doesn’t come without its criticism. Mainly that it looks and feels like the offspring of Wolff Olins’s Macmillan Cancer Support and New Museum, but I guess there could be worse combinations and when applied to the context, the resulting identity makes perfect sense. The typeface as a whole is successful but in some details it looks rushed and unfinished. The application on the web site is quite horrendous and does a disservice to the whole effort. But overall, this is really great and it’s nice to see some good identity make its way to my home country, even if it’s via an international design consultancy.

DATE: Jan.23.2009CATEGORY: Finance 77 COMMENTS

Santorini’s comment is:

EL
BAN
CO DE LOS
NIÑOS

On Jan.23.2009 at 07:18 AM

Asen’s comment is:

Hmm. Most ex-Wolff-Olins work has a a bit of a shared DNA.

I guess that's not necessarily bad, but most of the agencies (Dave, Saffron there was another one...) that have been spawned as a result of WO associates carry a bit of that Big, Bright(in colour scheme, not necessarily intellect), Elegant Idea language.

They seem to have this Dutch thing going on at the moment, which is quite refreshing, given that there are L studios like for example Cartlidge Levene that have been the modernist envelope to the point of absurdity for over 20 years.

WO does often scrape the bottom of the barrel, which is not to say El Banco Deuno is not pretty or doesn't work. It carries the sort of visual idealism that that is often the WO signature.

On Jan.23.2009 at 07:22 AM

Paul Lloyd Johnson’s comment is:

I love this. However, absolutely nothing about it says 'bank'.

On Jan.23.2009 at 08:32 AM

Armin’s comment is:

Well, it's a bank. It says bank in its name. The identity doesn't need to repeat what is already obvious. It can have some fun.

On Jan.23.2009 at 08:36 AM

Mark’s comment is:

Fascinating, it's strangely friendly, which is rare. Usually companies fall short when they try to pull this kind of stuff off.

On Jan.23.2009 at 08:46 AM

Lost’s comment is:

Yes, i'll give my money to something that reminds me of throw away food packaging

On Jan.23.2009 at 08:47 AM

David H’s comment is:

I don't get it. It's just poofy letters.

As a logo, it's boring. Sure, it's a custom typeface, but the result looks like many other poofy letter typefaces out there.

As a wordmark, it's confusing. Is it El Ban Code Uno? El Ban Co De Uno?

On Jan.23.2009 at 08:57 AM

Michael’s comment is:

It's a great identity that will have no problems distinguishing itself from the competition.

Great color palette, the type can easily be used by itself or in conjunction with imagery with pretty equal impact.

On Jan.23.2009 at 09:17 AM

Efren’s comment is:

I like it. It's fresh and friendly. I see they are having as much fun as Wamu was having.

I understand the concept of "a bank that is friendly", some people say that under this period of economic troubles, banks should be a little bit more serious, and this includes their identity.

On Jan.23.2009 at 09:23 AM

Neil’s comment is:

Terrible idea. Remember when Abbey did something similar with "friendly banking"? Look how that turned out.

On Jan.23.2009 at 09:24 AM

Neil’s comment is:

Something else I'd like to add is the fact that I wouldn't trust my money with a bank that looks like that. I like banks to look, well, bank-like. Professional. A sense of class. I don't believe this communicates that.

On Jan.23.2009 at 09:26 AM

twoeightnine’s comment is:

I like it but I'm not sure if it will stand the test of time, something that I feel is absolutely necessary in the banking industry.

On Jan.23.2009 at 10:20 AM

jRod’s comment is:

i think this would be a very appropriate identity for a bank...

if the bank was created for 10 year olds.

honestly, i think that its a great brand, great color scheme and a great idea for an entirely different industry. they do get away with more colorful campaigns across the border, though, so maybe this we hit the spot. it just wouldn't do that well in the States...

On Jan.23.2009 at 10:28 AM

staginglt’s comment is:

Looks like a donut or coffee shop logo.

On Jan.23.2009 at 10:29 AM

Marcos’s comment is:

It's not "Deuno", it's "de uno". The word Deuno does not exist in Spanish.

On Jan.23.2009 at 10:36 AM

Armin’s comment is:

Marcos, um, yes, I know Spanish well enough, thanks. The bank's name, however, IS Banco Deuno.

On Jan.23.2009 at 10:42 AM

M.’s comment is:

I have nothing to add except to reiterate that a) it is beautiful work, and b) I would not put my own money in an institution presented in this manner.

On Jan.23.2009 at 11:03 AM

Serviceburo’s comment is:

Saying that typeface is based on Mayan characters is a bit of a stretch. The proportions on the bounding shape are not especially unique. Overall though, this campaign is well suited to it's target market. Color variants of the main logo are nice.

On Jan.23.2009 at 11:07 AM

James T’s comment is:

If you're not banking with a company because its logo is too friendly, then... wow. Screw better interest rates or service... the logo is too friendly!

On Jan.23.2009 at 12:05 PM

M.’s comment is:

I don't know; I wouldn't put my kid in a pre-school with gothic or brutalist-style logo, either. I wouldn't have much faith in a government whose seal was a yellow daisy or a smiley face. I wouldn't go to an amusement park whose brochures were done in helvetica and modernist-style black and white. I wouldn't attend a university whose official seal was a cartoon dog.

Leaving what is and what is not appropriate out of the question, there is no doubt that the design of an identity intends to express the qualities one can expect in the institution being identified. If my bank is emphasizing friendliness and playfulness in its identity, I am certainly not crazy to assume it prioritizes those qualities; while, say, American Express prioritizes legacy, security and privilege, or Bank of America prioritizes reach, sturdiness and non-fussiness.

If this is not true, than what is design really saying about anything beyond "look what I made for the bank! it's pretty!" ?

Now, certainly it's possible, probable even, that this translates well to a segment of its intended audience. I am not in that demo as an english-speaking non-Mexican. So I will cautiously assume the work is properly pitched for its intended consumers... even while I innately tend to believe that it the inappropriate-ness of the identity transcends culture. /term paper.

On Jan.23.2009 at 12:21 PM

Jonah’s comment is:

Wish they chose a different palette with that type. Dunkin Donuts?

I didn't really notice it until I saw the application. Other than the color choice, I really enjoy the identity.

On Jan.23.2009 at 12:36 PM

Geoff Thibeau’s comment is:

Well it's better than Capitol One's millennium swoosh, which says nothing about anything except "Damn my '90s boomerang is so fly."

Also, American Express is not a bank, so that's an unfair comparison. And Bank of America has a flag. Whoopdie-fuckin'-do.

On Jan.23.2009 at 12:45 PM

Dale Campbell’s comment is:

My initial impression was confusion.

I think the design is great - clean - but I too, think that the way the words are organized is a little too funky.

Do you think this will appeal to the older, mature audiences - say, 50 and up?

As a designer I love it - I just don't know if it's the best idea for a bank, as many of you all have stated.

Keep well,
Dale

On Jan.23.2009 at 01:48 PM

ChrisM70’s comment is:

This logo is very playful and not very "bank-line", but it appears that perhaps those typical rules about "serious" businesses having serious looks is changing.

After all, people are buying insurance from Geckos, cavemen and cartoon women with pink hair.

On Jan.23.2009 at 02:13 PM

andrew’s comment is:

I see Dunkin Donuts too.

@Geoff Thibeau: American Express is, now, a commercial bank. But it wasn't when the logo was designed.

@ChrisM70: People are buying serious things from animated characters, true. But insurance has the "advantage" that, other than paying the bills, you never have to interact with the company again. Banks are higher-touch, and an overly light-hearted identity might not resonate well.

That said, I do like the logo art. It makes me hungry, but I don't bank in Mexico so it shouldn't create much of a problem for me. :)

On Jan.23.2009 at 02:31 PM

Efren’s comment is:

This is an interesting article from AIGA about banks identities:

http://www.aiga.org/content.cfm/design-you-can-bank-on

On Jan.23.2009 at 02:45 PM

Anonymous’s comment is:

I have to agree with Neil and say that I wouldn't necessarily trust a bank with this type of identity. Although designers are trying to push the boundaries and identities of banks nowadays, and this fits into that mold.

However, as a designer I really like this. It gives this company an identity rather than making it appear like a faceless corp. The colors are friendly and vibrant, and the cultural reference (a bit of a stretch) gives this a breath of fresh air.

On Jan.23.2009 at 03:04 PM

broody’s comment is:

The color scheme immediately made me think of Dunkin Donuts. Really strange that they chose this over several other more obvious possibilities.

Too bad. Other than that this seems like an awesome identity. Very interesting!

On Jan.23.2009 at 03:11 PM

Mike Abbink’s comment is:

The unfinished details you point out on the typeface were intentional imperfections. both paul and i felt these were nice touches and they can be found in other glyphs throughout the typeface. there are also alternate glyphs for each letter.

On Jan.23.2009 at 03:15 PM

Anonymous’s comment is:

i believe its a wonderful logo, amazing type incredibly interpreted. BUT, the brand itself is supposed to be within the limits of the competition and within those limits is "permitted" to innovate. as santorini says: el banco de los niños. it doesnt say "i am a trust worthy bank" it just says: hey im fun!... and kinda like a bank.

On Jan.23.2009 at 03:16 PM

John Mindiola III’s comment is:

It looks more like a fundraising company than a bank.

On Jan.23.2009 at 03:34 PM

randsghost’s comment is:

i see el bano de uno, which is great if i'm in mexico and had one too many coronas.

On Jan.23.2009 at 03:40 PM

Von K’s comment is:

I like this a lot. I know it doesn't look "bankey," but for me that's a plus. Ever since the big banks started failing, all I see in those identities is suits stealing our fucking money. Friendly is better. Let bankey burn.

On Jan.23.2009 at 04:18 PM

Eli’s comment is:

I like it, but the immediate reaction is Dunkin Donuts. The color scheme makes it inescapable.

On Jan.23.2009 at 04:34 PM

Tushar’s comment is:

Amazing work! Thanks for this post.

On Jan.23.2009 at 04:45 PM

Asen’s comment is:

"it just says: hey im fun!... and kinda like a bank."

exactly.

@Mike - The identity system is already a departure enough, so I would have assumed that this really was an error, especially given the fact that you used the rounded corner grid as the congealing element of the typeface, and then you graphically deny that by adding a this completely anti-intuitive imperfection to the typeface.

I am actually starting to hate this. It feels a bit forced the more I look at it. Even though I am not a fan of the kind of comments like Dave H's "Sure, it's a custom typeface, but the result looks like many other poofy letter typefaces out there,"I must admit, Dave has a good point - it is derivative of something that has been marinating in the graphic design world witout any claim to prominence for a while now.

The colours look like shit on screen and the whole identity feels like somebody forcefully pulled something out of the periphery of graphic design mainstream just for the sake of some vaguely substantiated sense of novelty.

Somebody mentioned Abbey's failed (again WO-related, pitifully Tate-like) redesign and they were pretty much spot on.

On Jan.23.2009 at 04:57 PM

richard winchell’s comment is:

I would happily give this bank my money. This is much better identity than BofA's mashup of the old NationsBank and BofA logos. ING Direct has a sober logotype, but is quite 'fun' with its color scheme and language. But ultimately it doesn't really matter what the bank's logo looks like, if they don't pay reasonable interest rates, charge outrageous fees, or are reckless with their deposits. See: Washington Mutual.

On Jan.23.2009 at 05:28 PM

Glenn Sakamoto’s comment is:

Muy bueno.

On Jan.23.2009 at 05:46 PM

Calvin Buchanan’s comment is:

The brand is too friendly and doesn't look like traditional banks so you won't bank there?! Because traditional banks are doing great? Great design is a factor in most of my choices and I would think long and hard about switching to this bank. You know after I checked interest rates, customer service, and all of that other bank stuff.

On Jan.23.2009 at 05:57 PM

Filipe’s comment is:

i like it, but i would like it better if it was some breakfast cereals instead of a bank

On Jan.23.2009 at 06:43 PM

Bruce’s comment is:

It can also be read "The Ban Code One."

I do like the arrangement of the type. The typeface is reminiscent of Dunkin' Donuts, as mentioned above, but I like it for it's friendliness. I don't know about Mexico, but American banks are not exactly renowned for friendliness.

On Jan.23.2009 at 07:15 PM

Jeremy’s comment is:

This would be great if it was a short campaign. Although I'm not a big fan of the current trend of arbitrarily breaking words, as a whole it has a nice look.

Unfortunately, as an identity, I don't see it staying fresh over time. It's pretty trendy, and it's going to look dated real soon. Someone mentioned the Capital One logo--in a couple of years this is going to have that same feeling.

On Jan.23.2009 at 07:26 PM

TACOS!!!’s comment is:

Anyone else see taco reastaurant? Maybe I'm just hungry.

On Jan.23.2009 at 07:57 PM

black_t-shirt’s comment is:

It seems overly 1970s to me, perhaps because of all the brown. Kitchen appliances in the '70s were either "avocado", "harvest gold" or brown.

On Jan.23.2009 at 08:47 PM

Nate’s comment is:

INTER
ESTING
CON
CEPT
IF
YOU
LIKE
STACK
ED
TYPE

On Jan.24.2009 at 12:00 AM

Paulo Pereira’s comment is:

The logo is definitely a departure for a bank - but what's wrong with that. You wouldn't put your money in this bank? Why not because of the logo? Come on. In the end a bank is a bank.

They are obviously targeting young middle class families who are tired of the old "traditional" looking banks. Hey anything to engage my eyes at the bank would be welcomed. I'm am tired of photos of the perfect model families smiling at me or pictures of homes with text telling me to ask us about their home loans. Another plus color anything to brighten up this crappy economy is totally welcomed.

I've noticed other countries are willing to take chances with updating corporate designs and try something completely different. Sometimes it works sometimes it doesn't but they are trying to do something different and visually interesting. I think that this bank logo is fun, bright and does what it was set out to do get new customers. Will it last maybe who knows. But I for one like it!

On Jan.24.2009 at 12:33 AM

damon’s comment is:

it doesn't look ANYTHING like dunken donuts!

where do you people even GET these ideas?...like, nothing, even, close, to similar....beyond that they're slightly rounded letter forms and one of them is also orange.

this forum's comparisons sometimes make me want to hurl myself off a bridge.

anyhow, I like the identity, I think the collateral works well, and I like the colour options. I think the graphic extensions of the logo are a bit weak when it comes to illustration style, but over all I like the look.

In saying that, i agree with most of the posters here in saying that I don't feel that it's quite formal enough to be considered as a candidate for somebody in charge of my hard earned money. I think there is for SURE room to play in the realm of friendly and corporate, however this might just be too stylized and young which people are identifying as friendly....I think there is a "friendly" world that lives in the safe zone of companies that are intrusted with the most sacred trusts of our society. I'm not sure this says that to me.

BUT, I also wouldn't hold it against them personally, i'm just speaking generally and I don't know that it would convince the masses. It isn't a deal breaker for me per se, bank history and protocol is.

On Jan.24.2009 at 12:51 AM

Valentino’s comment is:

All these "how I would read it" comments (admittedly there's not many) are coming from an English speaker's point of view. I expect lots of English speakers read most Spanish words wrong and the bank is for Spanish speakers that reside in Mexico. So I don't think the word confusion is really a problem for its audience.

As for kids' banking, I can't say I'm really silly enough to think they would employ pre-school teachers to do their banking jobs but that's just me. I too would look at the numbers before anything else.

What I do know for certain is that if el Banco de Uno/Deuno literature was featured within a pile of junk mail that fell out of my newspaper then compared to other banking literature it'd not only be the last one to go in the bin but would the be the only one I'd peruse. And that can only be good.

It's a lovely mark and execution (except on the website, though I wouldn't call that horrrendous). I just don't get the "intentional imperfections".

On Jan.24.2009 at 05:05 AM

Hugo’s comment is:

I like it, but my immediate reaction is Fernando Botero. The chubbiness is inescapable.

On Jan.24.2009 at 11:06 AM

Longhorn Dave’s comment is:

@Hugo: And oh how they love Botero in Latin America. I'm predicting the new identity will be HUGE success based solely on your observation.

On Jan.24.2009 at 03:32 PM

Jorge’s comment is:

I think that the typography of this logo fits the culture of Mexico that dates back tot he Aztecs and other ancient civilizations. This is well executed and directed to this specific audience. However I think that they could have worked out a different plan for either the font size, color or placement. This could totally have changed the character of the logo to a more trustworthy brand.

On Jan.25.2009 at 12:25 AM

Sam’s comment is:

This is one of my favourite identities already. Simple, friendly, versatile, unique and colourful - all the things that make a good design (for me anyway).

And in response to Neil on how friendly banking "never works out" - Bankwest here in Australia has run a very successful "Happy Banking" campaign. While the logo or design is nothing to write home about, the ad campaign is very well crafted. (http://happybanking.com.au/)

On Jan.25.2009 at 06:17 AM

Guillaume’s comment is:

I think this is over-branded. The way it's applied in and on the buildings/offices is pretty aggressive.

There's a point where you shut yourself off when it's too invasive. I think people will start getting suspicious of corporations that seem to rely solely on their branding to differentiate themselves.

Nevertheless, as a new bank, it's admittedly tough to grab attention, and to pretend to stand for something "new" or exciting. Job well done on that, but as soon as you take away the "new mexico. new bank." slogan, though, it stops being exciting, and becomes plain goofy.

"Dude, you're just a bank."

On Jan.25.2009 at 01:27 PM

Mike Abbink’s comment is:

asen. the details you speak of in the typeface are far from anti-intuitive. they are leave behinds from a brush stroke structure. the rounded corner grid is just a boundary in which these brush strokes live.

On Jan.25.2009 at 03:57 PM

roberto’s comment is:

At the end of the 90's the Mexican banking system suffered an economic crisis which led to the collapse of some of the Mexican banks or to acquisitions and mergers with foreign banks in which some of them lost part of their visual identity (Banamex-Citi Bank, Bancomer-BBV).

El Banco Deuno opens its doors in a time when in Mexico we are seeing Starbucks coffees and McDonalds Restaurants pop-up in every corner and traditional Mexican restaurants slowly disappear from the streets.

So I think this Identity is very refreshing and will definitely be successful among the new generation of Mexican consumers.

The type reminds me the old Banamex type from Mexican designer Ricardo Salas.

!Bravo! !Bravo!, job well executed. No Clichés.

On Jan.26.2009 at 06:41 AM

David H’s comment is:

Armin, I'm not sure who is responsible for the error, but the title of the web page to which you linked has the name of the company as "El Banco de Uno".

On Jan.26.2009 at 09:06 AM

marnie’s comment is:

I love the way it looks, but I find it impossible to read. That may be because I'm not a Spanish speaker/reader, but even knowing what it says, I find it hard to read.

And, like many, I see donuts: orange and brown, round letters, it just looks like every Canadian donut chain from the 70s.

That said, while M's comment is well-put, I don't know about:

I wouldn't put my kid in a pre-school with gothic or brutalist-style logo, either. I wouldn't have much faith in a government whose seal was a yellow daisy or a smiley face. I wouldn't go to an amusement park whose brochures were done in helvetica and modernist-style black and white. I wouldn't attend a university whose official seal was a cartoon dog.

Because the thing is, you would do all these things if each of these institutions had the right combination of prestige, performance and price. Design only goes so far, after all.

On Jan.26.2009 at 11:58 AM

Geoff Thibeau’s comment is:

@David H
The title could be a mistake from the web developer (apparently Fortuneware.com, although their website doesn't display much). Reason being, in every other instance deuno is one word. Contact page

My assumption would be that it is part of the Mexican dialect (which is why you won't find it in a Spanish-to-English dictionary). Much like the South frequently uses y'all.

On Jan.26.2009 at 12:36 PM

Skythe’s comment is:

Too much...
...web 2.0
...chubbyness
...roundedness

Too little...
...bank
...sofisticated

I hate that flowery Sgt. Peppers Lonely aestathics! Stop it already! This is a BANK!

On Jan.27.2009 at 04:23 AM

Char’s comment is:

Thanks for this one, Armin. This identity made me extremely happy. I loved it. I actually disagree with Skythe's opinion about the flowery St. Pepper Lonely Club's aesthetic. I dont put my money on bank that take themselves too seriously. I am not expecting to go deposit and have a blast, but it tells me they're going to smile and wish you good day at least. If you're a designer and you still think that banks are all about navy blue or burgundy and serif type then you need to take a look at what other banks are doing.

I am glad they did this chubbiness, roundedness because it shows that for once that banks aren't a scary and boring places. WaMu achieved that, their banks are comfortable, friendly and non-challant. The way how the identity extended theoughout the entire system is beautifully executed. My only advise, fire the web designer.

This is a great example of the graphic work done in Mexico right now. Ive seen some of the work done in Mexico City and it's very impressive and edgy. Que viva Mexico!

On Jan.27.2009 at 12:53 PM

Fr. Chris Decker’s comment is:

I think of an old Taco Bell Logo.

a bit bloated, gassy.

On Jan.28.2009 at 12:58 AM

Nikoletta’s comment is:

It is a nice identity – for a donut shop.

On Jan.28.2009 at 06:59 AM

Juan Pablo’s comment is:

I think that if you notice that in Mexico there is to much "analfabetismo" you can really undestand the color used, how they put the word, and more...
Also think were and why, don't repeat commoditiites articles, think about culture.

On Jan.29.2009 at 12:12 PM

juan Pablo’s comment is:

For a donut shop in USA, NO IN MEXICO.

On Jan.29.2009 at 12:14 PM

Josh’s comment is:

I second Char comments. Its quite amazing to me that for the most part, designers are saying they wouldn't put their money in a bank like this and hence don't like the mark (or have to suggest it be used for toys or donuts).

Hey....I've read that non-existent manual too, where it says banks have to be blue, because blue means safe. Ridiculous! All these fake Paul Rand intellectually safe designers drive me nuts.

I think it's great. I think banks need to seem more friendly as long as they aren't charging me $18 to use another person ATM, they are what they are and a little warmth is what the banking/financial industry could use these days.

On Jan.30.2009 at 01:14 PM

Josh’s comment is:

I second Char comments. Its quite amazing to me that for the most part, designers are saying they wouldn't put their money in a bank like this and hence don't like the mark (or have to suggest it be used for toys or donuts).

Hey....I've read that non-existent manual too, where it says banks have to be blue, because blue means safe. Ridiculous! All these fake Paul Rand intellectually safe designers drive me nuts.

I think it's great. I think banks need to seem more friendly as long as they aren't charging me $18 to use another person ATM, they are what they are and a little warmth is what the banking/financial industry could use these days.

On Jan.30.2009 at 01:15 PM

Josh’s comment is:

Also, I'm so waiting for the day when we all look bad at everyone of the silly web 2.0 identities we do (which look just as silly as some would make this mark out to be) and just shake our heads.

Honestly, if you aren't in flux in regards to your work, where its informed by every new years worth of knowledge and change, you aren't doing your job as a designer. Look at the Pentagram people and you'll see what I mean. So if you're still 2.0ing your identities, time for some new tricks my friends

On Jan.30.2009 at 01:21 PM

Kate’s comment is:

It may or may not look like Dunkin Donuts, but considering this is a Mexican bank marketed at Mexican bankers, I doubt that connection will be relevant for the majority of the target audience.

On Jan.30.2009 at 02:46 PM

Chad’s comment is:

For all the people saying it reminds them of Dunkin' Donuts, Of course it does when you are living in the USA. Since I am an American living abroad for 2 years and with no Dunkin' Donuts in site, it never occurred to me until an American mentioned it. Good job USA.

Also look at the brief again. The target audience 'is the burgeoning middle income class, which until a few years ago was not as prosperous as what is known as middle income class in the US or Europe.'

On Feb.10.2009 at 07:33 AM

Jacob’s comment is:

To all the comments directly related to colours, Dunkin Donuts, cereals, etc which are interpretations from a North American standpoint, please bear in mind that this bank is targetted to lower middle class Mexicans in Mexico, and potentially people of Mexican origin in Southern California.

Don´t expect a Banco Deuno in St Paul, Boston or DC.

Now, try and put the BRAND, not just the graphic design, into the RIGHT context, and think again before expressing immediate criticism.

On Feb.10.2009 at 06:31 PM

pu’s comment is:

doesn't exactly scream security to me. it's time for banks to stop trying to be my friend, and just keep my money safe (AND MAKE IT GROW)

On Feb.15.2009 at 06:05 PM

Raoul BH’s comment is:

Designed to attract young upper middle class clients.. and it has, believe me. Today this "spin of" of IXE Bank is one the fastest growing bank institutions in Mexico (I am mexican, I should know).
Mexican graphic design has very interesting roots and it isn't designed to appeal any other market but the mexican, so I do understand it does not appeal to you.

I really consider this to be a great work and branding.

On Feb.27.2009 at 05:49 PM

Levinson Axelrod’s comment is:

Works great, especially with the information from the comments that it is trying to define itself as a young and up and comer. A real win in the logo department.

On Nov.05.2009 at 01:17 PM

ANDRES JASSYEL MENTING DE ALBA’s comment is:

Identity. To give an accurate, unique and espefcific meaning to a brand is the definition of Corporate Identity. Indeed the logo by itself does not reflect the traditional bank-like corporate identity. Sometimes we foucus too much on how successfull the mark/logotype is, and forget that meaning can be brought from the ontside of the brand towards the inside. Look at each of the different posters made to represent and communicate a financial product called, "mortage" (hipoteca, in spanish), they evoke bank, in a very inventinve way, so new and ahead of its time that some can't even comprehend. The surrounding space of this triumph on Corporate Identity build up a strong and rich identity. What surrounds the logotype empowers the brand and reinforces its true meaning, both work in a very intellligent harmony.

La identidad de este nuevo banco se distingue de sus competidores, y nos presenta que nuevamente la articulacion de los elementos que rodean a una marca son de suma importancia. Sin duda una de las identidades mas inventivas y con la de mejor estrategia visual, que refleja un espiritu visionario e innovador sin caer en lo trillado y comun.

Doesn't the typeface yells at you, "I am a freaking aztec ancient and wise typeface?!!!!" Which other typeface has such a strong escence without being ugly, unprofessional or terribly drawn? Most designers would never dare to touch or even talk about an ornamental typeface. The type treatment surely helps position the brand in its right place.

A great lesson for many of us.

A triumph for its competitors indeed.

ONE SALIENT IDEA. Andres menting de alba.

On Dec.25.2009 at 06:49 AM

Jeff Singer’s comment is:

It's the 70's porn bank.

I like it (the design, not the 70's porn), but not sure I'd put my money there.

On Dec.28.2009 at 04:51 PM

r4i kaart’s comment is:

Hi Guy's,
Great color palette, the type can easily be used by itself or in conjunction with imagery with pretty equal impact.

On Jan.01.2010 at 11:48 PM

Benjamin Kinzer’s comment is:

@ANDRES JASSYEL MENTING DE ALBA’s, I agree with you.

I would also wish to add that this bank is located in Mexico. Meaning the strategy behind the mark is probably accurate. From the comments I'm reading, I get the sense that the majority of the people are from the U.S. or Europe. From comments like Dunkin Donuts to 70's porn. But this is the visual language of Americans and Europeans.

In order to truly value the logo we must first have a better understanding of the local visual language and symbolic systems. The visual language of Mexico is very different then that of America or Europe.

When I first glance at the logo I feel a sense of historical stability in the typeface, for it references a time period in the history of Mexico. The colors too might convey something completely different to the people of Mexico. Considering their traditional clothing has always been vibrant, might justify the strategy for using a vibrant palette. It's easy to say it reminds us of a Dunkin Donuts. But, if you were trying to create a friendly bank in Mexico it does not help to use our a visual language commonly found in America or Europe.

On Jan.04.2010 at 06:05 PM