Caja Cusco, founded in 1988, is embarking on an unprecedented transformation, seeking a more meaningful identity. We have created a new symbol that transcends the individual to embrace community progress, and thus more appropriately conveys Caja Cusco’s purpose: to be the catalyst for Peru’s business and social fabric through inclusive, sustainable, and decentralized banking.
The logo was designed using Turbine, which combines rounded angles with sharp endings and a square box construction, reminiscent of the new symbol and Inca trapezoidal architecture. The brand communicates using Bai Jamjuree, ensuring consistent graphic identity across all its touchpoints.
The brand’s graphic system is primarily based on tocapus – geometric graphic motifs used in Inca textile art, crafts, and architecture. Tocapus represented belonging to a community and personal identity. From a contemporary perspective, this visual tool allows for a profound connection with the rich millennia-old cultural heritage of Cusco through shapes, compositions, and colors that bring movement to the brand.