“In Lion we Trust”
(Est. 1952) “BAC | Credomatic is the leading financial institution in the Central American region, with a regional strategy and standard interconnected systems. It has more than 2 million customers, using a diversified range of products, regional branches and an extensive network of ATMs. It has leadership in the credit card market in the acquiring business (64% market share) and issuing business (32% market share). The BAC Financial Network began in 1952 in Nicaragua with the establishment of the Bank of America and later Credomatic began operations in 1971 as the first credit card company in this country. From its early years the strategy was to grow in an orderly manner, investing in high quality assets and continuously strengthening the institution’s assets.”
Lippincott project page
The new BAC Credomatic required a design system to signal relevance, creativity and momentum. We updated the iconic lion and emboldened the company’s recognizable red. We stacked the name for a more compact and integrated look, allowing the lion to stand tall in both digital and physical environments. Custom illustrations reflect the importance of each individual country, and, when combined, they provide a playful reminder of the bank’s regional scale.
Images (opinion after)
The old logo was kind of sad, with a lion that had a droopy mane and a sad expression, probably because of the type underneath him. The new logo features an abstract lion icon that I like but dislike at the same time. I like how they have completely simplified the shapes and maintained a semblance of a lion while establishing a very simple, recognizable icon (if not recognizable 100% as a lion, yes 100% recognizable as the logo for BAC | Credomatic). What I think I dislike is its bluntness… like, it’s too brutalist somehow. But maybe I also like it because of that. Sorry, I’m conflicted. Also, if I didn’t know it was a lion, I don’t think I would know it’s a lion. One thing I am sure I dislike is the typography next to it. The “BAC” part is huge and it’s an unattractive typeface that looks less attractive at that size. The applications are all decent and corporate-looking, although the Dribbble-like line illustrations feel completely out of place. Overall, this is a good evolution in that it gives the bank a more buttoned up, corporate aesthetic that makes it come across as a bank with global significance.