Brava

Approach

However, Brava used a non-authentic visual language that did not align with this already established reputation and that was why it was necessary to align this perception, as its identity did not bring such clarity to the brand communication.

Based on a segment analysis where we understand the market positioning of engineering brands, we developed an identity that produced distinction and contrast, so that Brava stands out in this scenario saturated with attributes such as rigidity, security and tradition that end up being interpreted as "bureaucratic, time-consuming and old". This was the way to be avoided.

Results

Balancing the perceived attributes of the company with the interpretation needs of this area, we take the concepts of knowledge, development and time to the visual identity. Our role was to balance the brand image with its reputation already created, bringing visual elements that convey technology, modularity and security without looking dated or rigid, to its identity.

The typographic choice for the logotype features a strong weight and angular structure that guarantees the corporate impression, contextualizing their work vision. With this robustness present in the logo, we can design a more contemporary and distinctive element for the symbol. From structures and materials that generate stability and balance in constructions, we arrive at the abstraction of a harmonic and at the same time modular symbol, as can be seen the use of this as an element of composition in Identity; The symbol, displayed in a more formal and corporate way, also allowed us to work as a form of composition within the Identity, from distortions and geometric perspectives of the symbol. Red was already the institutional colour of the brand and in this we evolved to a more original and less used shade of red in its work environment. We added black into the composition to help the development of a more sophisticated and corporate feel.

Symbol — Concept / Stable & Efficient Structures

Brava's direct and time-efficient construction approach took us down the road of studying minimal although efficient physical structures from engineering, architecture and even rudimentary ways of building towers, houses or anything that needs to hold itself together with as little of a structure as possible. Triangular based structures are the ones we see all around us to this day. Triangles allow for rigid although dynamic structural development, hence the variability of stable but different Platonic solids.