‘Ascender’: the ‘A’ in BBVA stands for opportunity
The ‘A’ in the BBVA logo is called ‘Ascender’. It is one of the most significant aspects of BBVA’s identity and stands for opportunity. Three years after the brand change, the catalog of this important element of BBVA’s is expanding.
Nearly three years have passed since BBVA altered its brand to a design that reflected the change in culture at the Group. The brand was updated to create a unique, global, and optimized brand for digital environments. BBVA therefore created a new brand identity in all countries where it operates with a new design that represents the timeless, simple and universal value of opportunities. A global brand to offer a unique customer experience, with global products and services that adapt to local needs.
The logo kept the same colors and use of capital letters, but it introduced a new, more versatile font and design. One of the most notable elements of the logo is the ‘Ascender’, which is the name given to the original ‘A’ in the logo. This element is a visual representation of the opportunities that arise in the lives of customers and society, their aspirations, and at the same time, it is the representation of BBVA. It is a universal symbol of prosperity, a story of growth.
“The ‘Ascender’ in BBVA’s brand is the most representative and exclusive resource. We are therefore expanding the gallery of ‘Ascenders’ that are available,” said Heather Spratt, Global Head of Branding at BBVA.
"The ‘Ascender’ in BBVA’s brand is the most representative and exclusive resource"
Different ‘Ascender’ designs have been created by topic. For example, the financial health ‘Ascender’ refers to the various resources BBVA’s app offers customers to keep track of their income and expenses, and make financial decisions: expense control, goals, classification, planning, etc. Green is the color that was chosen for the ‘Ascender’ related to sustainability, while the colors of the rainbow are used to represent the diversity ‘Ascender’.
Example of 'Ascender', in this case of sustainability.
Although the logo is the most obvious element, many other aspects changed in the new design of the brand. The lightstream visually complements this new brand identity, and represents the promise of new opportunities and growth. Therefore, light becomes the perfect complement for the BBVA logo because it helps to give it movement and acts as a symbol of aspiration.
Under the concept ‘Opportunities are everywhere. We help you to reach them’, BBVA is now presenting the catalog of ‘Ascenders’, reinforcing its purpose of bringing the age of opportunity to everyone.