Twelve Stars brands new bank

Spain’s second biggest savings bank Caja Madrid has introduced private banking services. The new bank, Altae, has an identity by Twelve Stars, which won the work after a proposals pitch against two Spanish groups.

The consultancy was briefed to create an image which positioned Altae as a credible and innovative alternative to its rivals, according to a Twelve Stars spokeswoman.

The name Altae appears with the strapline Banco Privado and incorporates the parent company’s bear symbol. “The figure of the bear was redesigned to convey style, exclusivity and sophistication,” says the spokeswoman.

Design for the project was by Twelve Stars’ London office, with the group’s five-strong Spanish office handling implementation. The brand goes live next week.