Banco Latinoamericano de Exportaciones (Bladex) has launched a new corporate identity and branding strategy which coincides with the bank’s 25th anniversary being celebrated at events throughout the year with clients, shareholders, business partners and employees.
Bladex’s new logo, which resembles the shapes of its areas of influence: Central America, the Caribbean and South America, reflects the uniqueness that is synonymous with the organisation, it claims.
While Bladex’s legal name will continue to be Banco Latinoamericano de Exportaciones, SA, it will phase out the use of this name for daily business purposes and emphasise the name Bladex as it commercial trademark. This measure is aimed at further increasing Bladex’s brand recognition.
The launch followed extensive research from external consultant, BrandSpin, who identified Bladex as a highly committed, professional and reliable lender of choice with its clients throughout Latin America. Based on the conclusions from the research, Bladex is positioning itself as a leading provider of trade finance products, services and funding, and will continue to broaden its services and products portfolio to leverage its strong client relationships and recognition in the region.