"Nubank de cara nova": as implicações da renovação de identidade visual na apreensão de marca do banco digital

Abstract

When it's time to change, brands face the need to reposition their identity and image with those who know them, based on a strategic management process. In the case of Nubank, the big change takes place in 2021, presenting itself to the public through the company's new visual identity, which reflects the future of digital banking - called "purply". Therefore, the present work aims to understand how the image alteration of the identity in question helps the institution's branding management process. To this end, concepts on the subject are used, as well as theoretical references on brand, image, visual identity and digital business. The methodology is based on the netnographic proposal of Robert V. Kozinets, materializing in the analysis of a brand built on the basis of Clotilde Perez, André Luis Mafra and Manoel Schroeder. Conclusively, it identifies how Nubank, a brand directly linked to the digital ecosystem, manages already consolidated visual characteristics, improving them in its visual communication renewal process in order to strengthen its branding management.