Created in partnership with Africa Creative and Galeria, the bank’s new moment visits the past and aims to strengthen its role in customers’ lives
Ita began its 100th anniversary celebrations and, to celebrate the centenary, announced the launch of a new brand and new positioning.
With the “Made of the Future” concept, developed by Africa Creative and Galeria, the bank aims to inspire people about the importance of time, legacy and longevity, as well as strengthening its role in customers’ lives.
Our customers’ lives are always on the move and Ita evolves along with them. We have been promoting an intense agenda of transformation in our business and how to deliver more value. The time has come for our brand to reflect all of this. In its almost 100 years of history, Ita seeks to be an even closer bank, agile and ready to offer what each customer needs, at every moment of their life, highlighted Eduardo Tracanella, Marketing Director.
According to the bank, it took 22 months of work, more than 70 color studies, around 100 typographic studies and many other logo studies, which reevaluated shape, color, fonts, graphics and expressions analyzed by the internal branding team in partnership with experts.
The new design project drew on the history of the institution whose name came from Tupi-Guarani, as Ita means black stone. In the new color palette, orange was highlighted and shades of blue were used to identify the Uniclass and Personnalit segments. The new brand also gained dark tones to symbolize Ita BBA and Private.
The symbol, which represents the stone, was cut and presents itself in a more organic and fluid form.
Being made for the future, having the ability to go through the times and remain relevant, reinventing yourself. This movement is an invitation for everyone to be inspired and value time, longevity and the legacy that each person builds in their lives, said Thaiza Akemi, Marketing Superintendent at Ita.
The American Pentagram was chosen for strategic consultancy, under the leadership of Michael Bierut and Fabio Haag completed the multidisciplinary team.
For Tracanella, evolving the country’s most valuable brand is a huge responsibility, but there was no more appropriate time for it. When we talk about brand, we are talking about culture, value proposition, experience, narrative and expression. All these changes have been happening inside and outside the bank for a few years now. Therefore, with this entire movement, we bring the consistency of someone who has been here for a long time, tangibly impacting people’s lives, having our essence and values written in stone, concluded the executive.
