MANILA, PHILIPPINES — Nation-building has always been part of the vision of the Bank of the Philippine Islands (BPI) – a trusted bank for more than 173 years. Its brand has been built alongside our country’s economic agenda, and with its recent brand refresh, BPI communicates more meaningfully their role as the Filipino’s partner in growth, both in helping customers better their lives and in serving communities towards building a better nation.
BPI’s current tagline, “Do More with BPI”, signifies its continuing commitment to help Filipinos achieve their dreams every day. The tagline embraces the modernized escudo (its insignia) in the new logo, which itself signaled BPI’s transformation in the emerging era towards digitalization. Together, the bank’s current brand identity speaks volumes about their mission to nurture their customers’ futures and make their lives easier sustainably.
New words, same spirit
According to BPI Chief Customer and Marketing Officer Cathy Santamaria, “Do More with BPI” is all about passionately sharing the vision that the bank has solidly espoused since its founding in 1851, framed in a manner that resonates among multi generations, moreso in modern-day mindsets.
It’s clear to see why this tagline will resonate well across generations of customers. Today’s Filipinos more proactively pursue their dreams and goals; the thrust is to enable and empower them to “do more” – be it as individuals, small business owners or even officers at large corporations. BPI endeavors to be in their journey as their trusted advisor.
“More” pushes the envelope. It aims to give a greater part of oneself. BPI would like clients to reach for exciting new opportunities and adventures. It can be by starting a savings or investment plan, owning one’s first home or car, or growing a business or establishing a new one. “More” for many Filipinos can mean true peace of mind in knowing that their emotional, physical, and financial well-being are all being taken care of through a mix of BPI’s customer- centric solutions.
At their core, these solutions are designed around building a sense of partnership with the customer. They also embody a commitment to sustainability through responsible banking and operations. The bank goes beyond services of a transactional nature and aims to truly empower every individual or business customer, walking side-by-side with them in their growth journey.
This sense of partnership has long been a primary commitment of BPI, along with its excellent customer servicing, the bank has consistently expanded its accessibility to Filipinos of all backgrounds through its partnerships with the likes of Ayala Malls, Seaoil, Uncle John’s, Lazada, and more.
BPI’s significant push towards digital offers throughout the past years has also embodied this commitment. With services like the BPI app and the all-digital #SaveUp savings account designed to make its customers’ everyday financial services both more accessible and easier to do, the bank has cemented itself as a solutions provider that helps Filipinos do “more.”
And when taken in unison with their refreshed logo, the message behind “Do More with BPI” becomes even stronger.
A fresh look for modern needs
Like its new tagline, BPI’s insignia which was refreshed in 2018 represents its lifelong values. The brand’s traditional visual elements were retained — the crown symbolizing performance; and the tower and lion symbolizing peace of mind — but simplified and with stylistic changes to represent the future given the era of massive digitalization.
The shield, for example, embodies transparency. The openness of the new design signifies BPI’s commitment to fostering engaging relationships with its customers and stakeholders. The overall simplification of the logo’s visuals represents the bank’s commitment to making things as convenient as possible for its customers, while also optimizing the branding for digital platforms.
This combination of familiarity and forward-thinking reinforces the sense of partnership BPI nurtures in enabling their customers to do more. It’s easier to trust a partner you know well and can advise and guide you on the best path forward. The bank, in this sense, is the same partner you and your family — your parents, grandparents, siblings, and all your loved ones — have trusted since its founding in 1851.
All in all, the logo reinforces tradition but modernized with simplified elements to make it relevant in the digital world. With BPI’s commitment of adapting to the market’s ever-changing needs, Filipinos truly can “Do More with BPI.”
A trusted brand for more years to come
With BPI having reached record high revenues in the first nine months of 2024, the bank has proven that success comes when brands put customers first. Reinvigorating its commitment through the new tagline and insignia, BPI continues to be at the forefront of being one of the most trusted financial partners for all Filipinos.
With “Do More with BPI” encouraging a future-facing outlook, the bank is also actively involving its customers in realizing its vision of building a better Philippines — one family, one community at a time. Filipinos everywhere can do more for their business, personal growth, their loved ones, and the world around them.
