The culture, values and personality of ”la Caixa” Foundation are the factors that shape the expression of our brand. Find out more.
The origin of Miró's star
In 1976 Landor Associates, a major American agency at the time, was commissioned to unify and improve our institution’s image. The agency suggested the masterful artist, Joan Miró, as the core of the institution's new image, choosing a characteristic element from the galaxy of Miró's symbols: the star of ”la Caixa”.
Our logo has now become an emblem that goes beyond the institution, forming part of our country's imaginary as one of its most readily recognised symbols.
The ”la Caixa” Foundation brand today
In 2014, as a result of Act 26/2013, of 27 December, on savings banks and banking foundations, la Caixa d’Estalvis i Pensions de Barcelona (”la Caixa”) became ”la Caixa” Banking Foundation.
In 2020 it was decided to go back to the institution's original name, ”la Caixa” Foundation, as the corporate brand. A measure that more directly defines the true nature of our institution, forming the basis of how we communicate, both in Spain and abroad.
Our proposition
”la Caixa” Foundation we focus on those programmes with the greatest impact and capacity to transform. To this end, we work every day to improve people's lives.
Moreover, we also work on developing long-lasting, sustainable solutions that respond to the challenges posed by science and education, as well as on projects that help to bring knowledge and culture closer to all segments of society.
In this way, and without losing sight of the values of trust, responsibility and social commitment that have characterised us since we began, we aspire to build a fairer, more equal society and to give a voice to those who otherwise wouldn't have one.
In line with our aim to continue being the country's foremost philanthropic organisation and a key player in the transformation of society, we are now working under a new brand positioning: “It's only progress if we all progress”, as we're convinced that society can only advance if we all advance together.
