Eng/Esp
A legacy of trust, reinvented for the future.
With over 40 years leading the financial market in Mexico, Finamex is at a key moment of transformation. Facing the challenge of connecting with a new generation of users, our mission was to redesign its identity to reflect the evolution toward an innovative, technological, and cutting-edge brand without losing the essence of trust and robustness that defines it.
Logo: Modernity and Timeless Elegance
We designed a new logo that combines contemporary shapes with a balanced and sophisticated structure. This design maintains the solidity that defines Finamex while projecting a fresh and forward-looking image. The visual identity aims to bridge its legacy with its vision of innovation.
Color Palette: Dynamic and Digital
The new color palette is designed to stand out in digital environments, with tones that convey technology, security, and accessibility. We incorporated colors that emotionally connect with new audiences while preserving the professionalism and trust recognized by its traditional clients.
Typography: Technology and Experience
We selected a typographic combination that captures the duality of Finamex: the modernity of its technological approach and the solidity of its corporate experience. The chosen fonts reflect a balance between digital fluidity and financial rigor.
A Brand Ready for the Future
A brand reinvented to lead a new era of financial services in Mexico. Finamex's renewed identity not only speaks of technology and innovation but also of its commitment to security, autonomy, and excellence in user experience. This redesign marks the beginning of a stage in which Finamex expands its reach, connecting with younger generations and consolidating its position as a benchmark in the financial market.
Finamex is today a synthesis of history and future: an institution that understands the needs of new audiences without losing sight of its heritage and values. This redesign is more than an aesthetic renewal; it is a statement of intent for the future.
A project led by Automata.
Grecia Reynoso. Mario Almaraz, Alejandro Soto, Montserrat Sandoval.
