Avalmadrid, a financial institution created to help finance SMEs, the self-employed and entrepreneurs in the Community of Madrid, updates its brand identity to connect it with its corporate values; transparency, proximity, excellence and passion, and its current positioning; helping to grow, to help make the dreams of the people of Madrid come true. A complete renovation that ranges from its verbal identity to all its visual assets.
On a visual level, the new identity is committed to a solid, powerful and resounding graphic ecosystem, which denotes excellence, seriousness and solvency, and at the same time is perceived as easy and clear, with simple shapes, without excess of elements that give the sensation of transparency, friendliness and closeness. The new isologo is built with a bold, strong and forceful typography, combined with a low box with rounded shapes that make it easy and simple to read. A structure that seeks to be pleasant, to make it easy and to differentiate itself from its context in order to be easily remembered.
To help achieve this differentiation, we added a gesture, a symbol, to the text to give it its own personality and make it unique. A wink that symbolises the idea of closeness, loyalty and commitment of the brand to the needs of its public, through the graphic union of the words Aval and Madrid. To help achieve this differentiation, we added a gesture, a symbol, to the text to give it its own personality and make it unique. A wink that symbolises the idea of closeness, loyalty and commitment of the brand to the needs of its public, through the graphic union of the words Aval and Madrid.
"An expanded letter M that represents a bridge, a link, between the financing, Aval, and the projects of the inhabitants of the Community, Madrid.
Once the isotype and the colours of the new visual identity have been defined, a whole graphic system to accompany it is considered, in order to provide the brand with a complete visual personality. A flexible and digital system made up of editing typographies, secondary chromatic palette, set of icons, illustration and infographic systems, photographic style, and all the composition guidelines and elements necessary to make the brand recognisable at any point of contact with its public, both physical and digital. The visual identity was complemented with the design of the firm's tagline, Garantía de Futuro.
