(Est. 1906) “Banco Pichincha is the largest private bank in Ecuador, by capitalization and by number of depositors. The bank has 1.8 million customers in Ecuador, $4.5 billion in assets and $4 billion in deposits, as well as more than 200 branches in the country. Banco Pichincha has a subsidiary in Peru, Banco Financiero Perú, in Colombia, Banco Pichincha (before known as “Inversora Pichincha” and “Banco del Pichincha”, and another in Panama, Banco Pichincha Panamá. It also has an agency in Miami, and eight representative offices in Spain, including two each in Madrid, Barcelona, Murcia, and Communidad Valenciana. It has just received regulatory approval to convert its network of offices in Spain into a commercial bank, the first Spanish commercial bank from Latin America. It has applied to the regulators in Colombia for permission to convert its commercial lending operation in that country, Inversora Pichincha, into a commercial bank.” (Wikipedia)
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).
Images (opinion after)
The old logo was old and not entirely in that so-old-it’s-cool way. Maybe something could have been salvaged from the old monogram but it didn’t look like a gold mine of inspiration. The new logo is new… It’s kind of bland and random. The quote over-explains that the small arrow (which doesn’t read as an arrow) is the customer and the outer shape is the bank and there is trust or something. Sorry, but not buying it, nor depositing it. I mean, it’s a serviceable abstract bank icon that can be reused over and over in everything from cards to ATMs to signs but… eh. The wordmark suffers from customize-itis when there was no real need to do to the “H”s what has been done to them or to the “C” or the “A” — that half-round, half-not-rounded structure should be banned. The applications are fine. I like the introduction of the triangles that criss-cross across the layouts to frame content but their pointy corners go against all the other rounded corners in the logo. The use of the thin slab serif as the main identity typeface feels like it belongs in another project. Overall, it’s a technical improvement over the old logo and applications in that it’s all easier to reproduce/replicate but it’s not very creatively satisfying or cohesive.
Thanks to José Andrés Aguayo for the tip.