Edu Menezes

Itaú Rebranding

Itaú means black stone in Tupi. At a hundred years old, the most valuable brand in Latin America rebuilt its whole visual language out of its own logo.

Itaú Rebranding — posterPlay case film — sound on1:36
Client
Itaú Unibanco
Agency
Africa Creative DDB / Galeria
Role
Editing · Motion Design
Year
2024

The brief

A rebrand meant to last another century, around a mark too well known to touch. Everything new had to come from inside it.

The idea

The logo broken down to its geometry, rounded corners and flat colour, then put back together as a kit of shapes that draws an icon, a spot illustration or a full scene out of the same parts.

Outcome

“Solidity in movement” is the line it lands on, and the system is what Itaú runs on now. The mark itself was never touched: everything around it changed so that it would not have to.

Credits

Creative — Diego, Cortez Pereira, Renato Jardim

Special Projects — Theo Etlin

Editing — Mari Becker

Editing / Motion Design — Edu Menezes