The Bank of Spain has launched a sound identity, a resource with which the organization aims to project a more open and accessible image to citizens and reinforce closeness, transparency and modernization. The movement is part of the transformation process that seeks greater evolution and openness for the bank.
The Bank of Spain seeks to connect with citizens through emotionality
This is a pioneering movement in the institutional field and has been carried out by the agency specialized in audio branding The Sonic You. The objective of incorporating sound as a strategic element of the brand is to provide the Bank of Spain with a powerful tool to connect with society through emotion.
The creation process, as the agency explains in a statement, has involved analysis, research, sound psychology and technology. An extensive competitive study has been carried out and there has been the active participation of a working group from the bank.
The new sound identity balances tradition and modernity. As The Sonid You details, it is inspired by a “non-evident Spanishness”, in such a way that it presents a simple instrumentation starring the guitar, to convey closeness and warmth; and with subtle nods to national folklore from a modern and minimalist approach. However, it also includes discreet electronic elements that seek to convey the commitment to innovation and adaptation to new times.
Tuning Bank of Spain
Those responsible for the project point out that the intention has been to create its own and recognizable sound identity, and also representative of the relevance of the entity and its public service function. In this sense, we have sought to evoke a more human and emotional communication, in contrast to the trend of the public sector which, according to what they say, is inclined to use generic or library music.
The new identity includes an audio logo, which condenses the institution’s sound universe in a few seconds. From The Sonic You they explain that it is based on a reinterpretation of the first three notes of the national anthem, which symbolically connects with the origins of the bank and expresses its link with the history and stability of the country.
audio logo Bank of Spain
The choice of the audio logo was carried out in a participatory manner, through the internal survey “BDE Fest 2025”, in which the 3,400 employees of the institution voted for their preferred version. This process has sought to reinforce the sense of belonging and shared pride.
The new sound identity can already be perceived in the audiovisual publications of the Bank of Spain, and will be adapted, among other things, to the tune of the bank’s “Cien x Cien” podcast. It will also progressively accompany communications, events, digital environments and audiovisual productions.
“Sound is a powerful tool to connect with people through emotion and authenticity. Our proposal aims to make the Bank of Spain sound like what it is: a human institution, close and committed to society.”, commented Ramón Vives, Founder and Creative Director of The Sonic You.
