# BBVA new logo (2025)

> BBVA launched a new logo in May 2025. May 2025 ("Avanzamos?"): heavy BBVA wordmark (2019) -> lighter redrawn dark-blue BBVA wordmark within a new identity system.

## Key facts

- Brand: BBVA
- Launched: May 2025
- What changed: May 2025 ("Avanzamos?"): heavy BBVA wordmark (2019) -> lighter redrawn dark-blue BBVA wordmark within a new identity system.
- Why: BBVA updated its brand around a new purpose for its 2025 strategic cycle, meant to bring the customer's perspective into everything it does.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/bbva-2025/before.svg (before), https://rebrandlog.com/logos/bbva-2025/after.svg (after)

## The rebrand, explained

In May 2025 BBVA unveiled a new brand identity that the bank described as more optimistic and empathetic. Its announcement said the slogan Creating Opportunities would be replaced by Let's move forward, and that the new identity first appeared on 20 May in the bank's mobile app in Spain before gradually reaching other channels and countries, so old and new designs would coexist for a time.

Forbes Spain and PressDigital reported the scope of the change. Beyond the slogan, the bank updated its typography, iconography, illustration and photography, seeking warmth, accessibility and coherence across touchpoints.

A follow-up piece on BBVA's site explained the slogan. The Spanish original, ¿Avanzamos?, is a question, and the bank framed it as an invitation to dialogue, a word about action and movement, and an inclusive first-person plural that positions BBVA as a partner walking alongside people and companies. It sums up a new purpose adopted for the group's 2025 strategic cycle, to accompany customers' will to go further, which the bank said was meant to bring the customer's perspective into everything it does.

The bank said the identity reflects its support for individual and business progress with a positive, empathetic tone, and seeks to sharpen its differentiation in an increasingly competitive market.

That is a sensible shift. Creating Opportunities described the bank; Let's move forward addresses the customer. In a market where banking has become an app, the voice in that app matters more than the sign over a branch.

The bank's announcement is unusually frank about the motive. The financial market has changed, it said, and failing to stand out penalises traditional players against digital competitors known for direct communication and simpler offers. The answer is a relationship built around customers' personal projects rather than the products the bank sells, with a verbal identity defined as advising transparently, inspiring without being utopian, empathetic without overacting and simple without losing depth. Those four pairs are a better brief than most logos get, and the hard part is that every one of them has to survive a mortgage letter.

Launching in the app first is the tell. This is a product-led rebrand, and its success will be measured in how the interface feels, not how the logo looks. BBVA spent its effort where customers actually spend their time.

In short: From promise to nudge.

## Other rebrands of BBVA

- [BBVA (2019)](https://rebrandlog.com/rebrand/bbva-2019/) Jun 2019

## Sources

- https://www.bbva.com/en/innovation/bbva-unveils-a-new-more-optimistic-and-empathetic-brand-identity/
- https://forbes.es/economia/720148/bbva-estrena-una-nueva-identidad-de-marca-y-nuevo-lema/
- https://www.pressdigital.es/articulo/economia/2025-05-26/5304205-bbva-estrena-nueva-identidad-marca-nuevo-lema

## Cite this

Rebrand Log, "BBVA new logo (2025)", https://rebrandlog.com/rebrand/bbva-2025/, last updated 2026-10-20.