BIOMINAS BRASIL IDENTITY by Hardy Design for FUNDAÇÃO BIOMINAS

Adsarchive » Design & Branding » FUNDAÇÃO BIOMINAS » BIOMINAS BRASIL IDENTITY

BIOMINAS BRASIL IDENTITY

Pin to Collection
Add a note
Industry Industrial Research Centers & Laboratories
Media Design & Branding
Market Brazil
Agency Hardy Design
Creative Director Mariana Hardy
Designer Guilherme Athayde, Simone Souza
Released May 2010

Credits & Description

Category: Logo Design
Advertiser: FUNDAÇÃO BIOMINAS
Product/Service: BIOTECHNOLOGY INSTITUTE
Agency: HARDY DESIGN
Date of First Appearance: May 5 2010
Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL
Creative Director: Mariana Hardy (Hardy Design)
Designer: Simone Souza (Hardy Design)
Designer: Guilherme Athayde (Hardy Design)
Account Director: Cynthia Gambogi Massote (Hardy Design)
Project Manager: Marina Lacerda (Hardy Design)
Graphic Producer: Michele Cantini (Hardy Design)
Media placement: Logo - Brazil - 05/05/2010

Describe the brief from the client
Fundação Biominas is a private institution dedicated to promoting and developing business in the fields of biotechnology and bioscience in Brazil.

The foundation, of regional reach, needed to reposition itself to attain projection on the domestic and international markets, under the new name of BIOMINAS BRASIL.

Describe the challenges and key objectives
The former name itself combined two words that caused trouble to position. First, as a Foundation, the partners didn't understand that the institution could be a commercial partner. Secondly, the sufix "Minas" meant that they were regional, because it is a name of a state in Brazil.

Their original colours didn't express they could be a Brazilian partner.

The main challenge was that our agency had already been responsible for creating the logo in 2005. So, as it was a redesign, we should better the previous symbol, and refer to the state flag of its location and typeface.

Describe how you arrived at the final design
We kept the icon, and the continuous lines refer to dynamic innovation of the industry. We added the colours of Brazil and another triangle, symbolising evolution and prospective alliances.

Give some indication of how successful the outcome was in the market
The client presented the new identity during their 20th birthday celebration. From then on, their partners and prospects started to understand that they are not only a commercial partner as other companies interested on international business partnerships, but also that they operate nationally.