Grupo Bancolombia
GrupoBancolombiaRebranding
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.
The Challenge
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?
The Solution
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.
Before
After
Connecting the brands
Typefaces
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.
A brand you can hear
This memorable five note melody allows us to create musical bits in different styles for any audiovisual piece, serving as the backbone of an exclusive symphony that can be remixed and adapted to any musical style and use case.
All of these elements are the shared expression tools with which the group and its institutions communicate, regardless of the medium and the appropriate format for each moment.




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.

Numbers
Employees
Clients
Countries
Years of history
