O Ita Unibanco Take another important step on your journey of transformation and preparation for your next centenary. With the aim of strengthening its role in the life and history of each client, investor and employee, the bank opens the celebrations for its 100th anniversary with the launch of a new brand expression and a new institutional concept, ‘Made of Future’, which, from today onwards, invites people to reflect on time, legacy and longevity.
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, highlights Eduardo Tracanella, Marketing Director.
Ita has been evolving to meet each customer profile based on their needs, a process made possible by investments in modern cloud technology platforms, artificial intelligence and talent development. Everything to deliver the best digital experience and the best specialized human service.
100 years ago, Made from the Future
Between mergers and acquisitions, Ita Unibanco has built a solid legacy, without losing its essential values, such as the culture of innovation and the ability to transform. The bank was a pioneer in numerous initiatives considered revolutionary for the time and which would become standard for the industry, such as the launch of the first ATM in 1983, going through the first app banking, chip cards and, more recently, the use of quantum computing and artificial intelligence, which allow an integrated view of the customer and the customized offer of financial solutions.
A journey that begins in 1924, when João Moreira Salles wins the banking patent for Casa Moreira Salles in the state of Minas Gerais. In 1943, in So Paulo, Alfredo Egydio de Souza Aranha founded the Central Credit Bank, which would become Ita. In 2008, these two institutions came together and gave rise to the current Ita Unibanco, the largest bank and the most valuable brand in Brazil. and Latin America.
Remaining contemporary, celebrating the past while shaping the future was the reflection that led to the new positioning Made of the Future, developed in partnership with agencies Africa Creative e Galeria.ag.
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, highlights Thaiza Akemi, Marketing Superintendent.
The new brand: essence written in stone
The new design project drew on history: from Tupi-Guarani, Ita means black stone. Launched today, the new visual identity system renews not only the institutional brand, but also the expression of all segments and profiles of the bank.
In the new color palette, orange has its historical relevance highlighted more prominently. Shades of blue come to life to identify the Uniclass and Personnalit segments, while Ita BBA and Private take even more ownership of dark tones. The symbol, which represents the stone, was cut and presents itself in a more organic and fluid form.
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. All carried out by the internal team branding in partnership with experts. The American Pentagram was chosen for strategic consultancy, under the leadership of Michael Bierut, one of the most renowned designers today. Fabio Haag completed the multidisciplinary team, with his refined eye for typography.
The challenge was to respect such a solid legacy, but without losing the ability to be daring, as Clayton Caetano, Design superintendent, explains.
Our essence was built over decades and with the brilliance of great names, such as Alozio Magalhes, in the 60s; Francesc Petit, who introduced the stone to the Ita logo and orange to the identity, in the 70s; and Alexandre Wollner, who highlighted orange in our agencies in the 80s, and systematized the brand with consistency and scale. They remained as inspirations for the new project to make the brand more humanized, organic and contemporary, explains Caetano.
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, concludes the executive.
* Cover photo: Divulgao/Ita
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