Grupo Bancolombia is an organisation convinced that there's no greater cause than the well-being of everyone. This is why it engages in business that generates returns and sustainable economic development while also having a positive impact on the well-being of society.
In its 145 years of history, this desire to take action has been translated into various initiatives and brands to satisfy the different needs of citizens, both in Colombia and abroad.
As a result, Grupo Bancolombia operates in four countries (Colombia, Guatemala, El Salvador and Panama), works with eighteen million clients and has thirty-three thousand employees.
Given these figures, Grupo Bancolombia is definitely much more than a bank: it's a global institution and one of the leading financial institutions in Latin America.
How do you organise 145 years of history, initiatives, projects and brands?
How do you create a recognisable and memorable image with such a variety of idiosyncrasies?
Based on this, we unified the expression of the group's banking institutions into a new system free of regional biases, allowing them to take control of the brand locally and become integrated into the group's identity.
To achieve this, we generated a shared behaviour in terms of colour, typeface, tone of voice, graphic resources and audio branding, varying only the name of the institution sending out the message.
Connecting the brands
A universe of colour
Six colours that convey vitality, draw on the cultural and natural wealth of Latin America, and reflect diversity without constructing borders or focusing on segmented interests.
Grupo Bancolombia is looking to the future with this evolution that reflects its essence and diversity, and which allows it to communicate less like a bank and more like the people it addresses.