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Brand

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THE BRAND IS A VALUABLE ASSET FOR BANKIA. THE BANK’S ABILITY TO ATTRACT CUSTOMERS AND INVESTORS DEPENDS ON ITS BRAND.

A BRAND IS MUCH MORE THAN THE LOGO AND ITS COLOURS; IT IS ALSO THE WAY AN INSTITUTION RELATES TO ITS STAKEHOLDERS AND THE PROMISE IT MAKES TO THEM.

To ensure that the promise is kept, Bankia strives to keep the brand aligned with its guiding principles, such as closeness and transparency.

To that end, the bank works to develop tools, services, solutions and products that are relevant and respond to customers’ needs and that also channel and transmit its values.

Improving perceptions of the Bankia brand is a goal that is shared throughout the organisation and achieving it reinforces the efforts made by all areas.

According to a study performed by GFK, Bankia scores 6.83 points on a scale of 1 to 10, marking an improvement on the result obtained one year ago (6.4).

BANKIA BRAND TRACKING

  2016 2017
Average customer score 6.40 6.83
% of customers who give Bankia a score between 8 and 10 34.9 42.9
% of customers who give Bankia a score between 5 and 7 48.9 45.7
% of customers who give Bankia a score between 1 and 4 16.2 11.4

A SOLID LOGO

Bankia is a brand, not a generic term, which is why its initial “B” is always capitalised, representing the bank’s strength and solvency. It is open, hence its ending in -ia, and international in character, with the word “bank” at its root. The “n” and the “k” are contracted, as a sign of integration and projection into the future. The six letters of the name are written in lime green.

One of fundamental elements of Bankia’s visual identity is its typeface, which has been specially designed for the bank, with no rough edges, open and reliable, giving it personality and consistency.

Its six letters are written in a lime green colour (technological, committed, environmental, brilliant) and set against a mahogany brown background (experienced, deeprooted, solvent, warm), forming a solid, powerful logo that is representative of the brand.

PRESENCE AT LARGE EVENTS

As a brand, Bankia sponsors and is present at large educational, sporting, business, social and cultural events. In particular, it sponsors the “Edades del Hombre” cultural promotion and historical heritage exhibition and various important trade shows, including Salón Mi Empresa, Forinvest and Spain Startup South Summit.

According to the BrandZ ranking, Bankia places 17th among the 30 most recognised brands, with a value of 1,072 million dollars (some 874 million euros). The Interbrand ranking of top Spanish brands puts Bankia in 19th place out of 30, with a valuation of 505 million euros.

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