Economy

Box presents new visual identity after almost 30 years

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Briefings

Caixa Econômica Federal launched a new visual identity on November 9, 2026, featuring rounded fonts, vibrant colors, and a redesigned X logo. The update aims to modernize the bank's digital presence and improve customer experiences across physical and virtual channels, with the slogan 'Vem realizar' (Come to do). The project was developed through qualitative and quantitative research to understand brand perception among various audiences.

Key points

• The bank's new identity was officially launched on November 9, 2026, replacing the traditional X blue and orange logo with rounded fonts and vibrant colors.
• The new identity was adopted in 11 agencies across five regions, with full network rollout planned to conclude by 2030.

Context

Caixa Econômica Federal, founded in 1861, is undergoing a strategic modernization process to strengthen its digital presence and enhance customer service. This visual update is part of a broader initiative to improve the bank's experience in both physical and virtual channels.

Limitations

Coverage is limited to the specific launch event on November 9, 2026, and the 11 agencies in São Paulo. The full network rollout timeline is projected to 2030, and the project's long-term impact remains unmeasured.

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