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Just Radical Enough
by Asunción Álvarez| Madrid, Spain
Tuesday, 13 September 2011
tags: art & design, categories, clients & brands, consumer culture, culture, emergence, europe, making sense, semiotics
Banca Cívica is a recently created Spanish bank, originally an offshoot of the semi-public regional savings bank, Caja Navarra (CAN), which itself became well-known through its policy of allowing its customers to choose which charity would benefit from the interest accrued on their money (a first in Spain). However, while remaining linked to its mother institution, Banca Cívica has become a self-standing bank, which suggests that CAN is trying to expand beyond the limits imposed by its regional identity.
This (below), I believe, is a representative sample of Banca Cívica’s introductory campaign.
The campaign is mostly text-based, using messages in a typography and colours that imitate urban graffiti – so convincingly, in fact, that many people have taken them for actual graffiti. It should be however noted that this is ‘tasteful’ graffiti – words are correctly spelt, and the colours are Banca Cívica’s corporate colours – pink and purple, remarkable in themselves given their feminine connotations, quite unusual in the banking industry. This feminine connotation is no doubt connected to the way in which Banca Cívica defines itself as an organisation that is ‘different from other banks’ in its social concerns and its transparency.
In addition, the typography used to imitate graffiti does not resemble any forms usually employed by graffiti artists, but rather is partially reminiscent of the typographies created by Spanish avant-garde designer, David Delfín, and ultimately of the source from which many Spanish designers have drawn, directly or indirectly: Javier Mariscal, well known for his thick traits and naive, child-like visual style.
Obviously, Banca Cívica’s target audience is not the graffiti artist demographic. But its target audience – 30 to 40-year-old urban upper-middle class – can aesthetically identify with a softer, more chic and palatable version of graffiti. Likewise, Banca Cívica provides a ‘non-radical’ version of solidarity and cooperation with which middle-class professionals can feel comfortable: the message being that capitalism is not incompatible with social concerns (in fact, this is the idea at the core of the entire notion of Corporate Social Responsibility).
An index of this ‘capitalistic’ conception of cooperation is the emphasis placed by the campaign on the first person singular: “I should be able to decide which charity”, “They should tell me how much they make from MY dough”. This is a trait which Banca Cívica inherited from CAN’s breakthrough strategy of allowing its customers to decide exactly which charities to sponsor. And again in Banca Cívica this trait signals a considerable difference both with respect to other banks and with respect to other organisations dealing with social problems, such as NGOs. The idea seems to be that the same individualistic, self-interested and demanding attitude that a bank’s customers have with regard to their own money can be applied to a bank’s social action: that transparency and customer choice also apply to charity. Banca Cívica’s campaign is meant to visually encode this idea by means of an aesthetic which can be described as alternative but not too much so – (relatively) innovative but not in a radical (i.e. threatening) way.
© Asunción Álvarez 2011