Banamex - Motion Identity

Banamex – Motion Identity

Interbrand, through its Madrid and Mexico City offices, developed the new brand identity for Banamex, focusing on reinforcing trust, proximity, and long-term commitment. As part of this process, they invited Plenty to define the Motion Principles—establishing how the brand behaves in motion—and to adapt key branding assets into 3D, ensuring a smooth and cohesive visual experience.

Year
2025

Category
Branding
Featured
Motion Design

Motion as a vital element

The Banamex logo was reimagined as a dynamic engine, symbolizing movement and energy. Guided by the Evolutionary Impulse principle, the motion system brings consistency and a sense of ongoing transformation across all brand expressions.

The role of 3D in brand proximity

To enhance the sense of closeness and tangibility, we translated key elements of the identity into 3D geometric forms. This approach creates a more real, approachable, and tactile experience for the audience, reinforcing Banamex’s commitment to accessibility and trust.

2D Expressions

Animated flat pieces that follow the same Evolutionary Impulse principle, bringing consistency and energy to every brand interaction.

Brand Video

A powerful piece to showcase the new identity and share the brand’s vision. Designed for live events, where the rebranding journey is revealed to colleagues and key stakeholders.

Here is the brand video in spanish

Icon Animation

We animated the icon set designed by Interbrand, giving each symbol a distinct motion behavior to reinforce their identity and ensure they feel alive and consistent within the visual system.

3D Applications

Interbrand adapted the 3D assets we created to develop graphic applications across brand merchandise—bringing depth, consistency, and a bold visual presence to everyday brand touchpoints.