With over 140 years of history and more than 20 million customers, Banamex had a unique opportunity to reassess business challenges, enhance its appeal among new audiences, strengthen its leadership, and prepare for its IPO.

The goal was to craft a modern, relevant identity that reflected the bank’s commitment to customers, businesses, and Mexican society at large.

Partnering with Interbrand, Banamex embarked on a transformative rebranding journey to reinforce its position as El Banco Nacional de México (The National Bank of Mexico), reaffirming its promise of proximity, trust, and commitment to the nation.

At the core of this transformation was the modernization of Banamex’s most iconic symbol, the rosette, serving as the foundation for a more dynamic, flexible, and recognizable visual identity—one that preserves its distinctiveness and instant recognition.

Key design elements included an expanded color palette, a versatile graphic system, a custom typeface, and a photography style that authentically captures the essence of Mexico. The brand was also adapted for digital environments with motion elements and a revitalized sonic identity that reinterprets the classic Leonora Banamex melody.

Additionally, the strategy incorporated digital banking optimizations to attract younger audiences, a crucial demographic for the brand’s continued growth.