The Miró concept

CAIXA’s Miró logo

In the late 1970s, the Spanish bank CAIXA decided to create its own corporate identity to reinforce its renewed personality in a visible way. Several proposals were suggested, but the need to explore more imaginatively gradually grew.

A blue asterisk based on Joan Miró's pictorial universe was offered but, it was quickly omitted. So, the bank decided to let the Spanish artist develop his own creation. Miró agreed and, together with Josep Royo, he designed a large tapestry containing his now famous star that can still be seen in the CAIXA headquarters located in Barcelona.

But, it seems that CAIXA isn’t the only one to stand out with a Miró logo...

iberCaja

It seems that another Spanish bank, IberCaja, also was inspired by the painter Joan Miró, even though the bank didn't let the Spanish painter design their logo. A few years after the birth of CAIXA's Miró logo, IberCaja was rebranded under the moto 'new times, new brand'.

Artistic logos

There are plenty of other brands that integrated art into their logo. For instance, the Pringles logo designed by artist Louis R. Dixon and Starbucks, whose logo consists of a stylised mermaid based on an ancient Norwegian woodcarving.

Artistic logos contribute to differentiation. Art makes the logo noticeable and more easily recognised in the market. Originality also draws attention.

Furthermore, each logo radiates the Brand's values and personality to differentiate itself from its competitors. So, an art logo makes an additional contribution to the brand's identity and differentiation. One of the main reasons to incorporate art into your logo is the timeless nature that results from it. Art can often remain relevant for years, making the logo less likely to age. This way, only an update of the logo is needed through time, rather than a complete rebranding. 

Bank branding

Remarkable also had some interventions in the banking sector.

When ABB Insurance, CERA Bank and Kredietbank decided to join forces, the management started looking for a new name. We came up with 'KBC', a name that is carried internationally and is seen as a leading example. 

When Dexia ended up in serious financial problems, they decided to change their name. Remarkable assisted them and created the name Belfius. Belfius stands for 'Belgium' and the Latin word 'fiducia', which means trust.

We also created Yongo and Fintro for BNP but, also the revival of AG, which needed a refreshed branding, and that rose from the ashes of Fortis. Read the full case study here.