The seventh largest Italian banking group, BPU Banca is the result of an alliance among some of the most important Italian cooperative banks.

Starting from the “cooperative” feature of the Group, in which each bank maintains its identity and autonomy, B&P Design planned a visual system able to:

• Describe the complex communication fields necessary for the several BPU’s activities:
  from the institutional context, to the single companies and network banks, to the product lines’ promotion
• Adapt in a flexible way to the strategic evolution of the Group, forecasting the evolution of the image in the future.
  Example:
  First phase: Banca Popolare di Bergamo – Gruppo BPU Banca
  Second phase: BPU- Banca Popolare di Bergamo
  

With the same logic, the system can be applied to product companies (BPU Leasing, BPU Sim), services fields, ecc.

The “double arrow” is conceived as the centre of the system:

• A simple but meaningful sign: unity, alliance, dialogue and dynamism. The different reality among the Group (group/network banks/companies) establish their relations through the unifying sign feature
• The sign becomes then both the brand and system declined as corporate identity

 

Brand, brand architecture and corporate identity