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Industry Business equipment & services, Public awareness, Corporate Image
Media Design & Branding
Market Brazil
Designer Ana Carolina Montenegro, Beatriz Leite Maia, Fabiana Takeda
Released December 2010

Credits & Description

Category: Logo Design
Advertiser: DIAGONAL
Date of First Appearance: Dec 20 2010
Entrant Company: DUPLA DESIGN, Rio de Janeiro , BRAZIL
Design Director/Customer Relations/Planning & Strategy: Ney Valle (Dupla Design)
Design Director: Claudia Gamboa (Dupla Design)
Design Manager: Beatriz Abreu (Dupla Design)
Designer: Fabiana Takeda (Dupla Design)
Designer: Beatriz Leite Maia (Dupla Design)
Designer: Ana Carolina Montenegro (Dupla Design)
Planning and Strategy: Lorena Castellan
Production: Silvana Oliveira (Dupla Design)
Media placement: Diagonal Logo - Brand Launching In São Paulo (Brazil) - 20 December 2010

Describe the brief from the client
To create the Diagonal brand, so as to reflect the company’s true essence, and that may be the basis of a new stage of communication.

Describe the challenges and key objectives
To bring brand culture to Diagonal, a Cause Based Company, which has operated in over 20 countries for 20 years. Diagonal has worked with innovative methodologies and technologies in a multidisciplinary way, seeking a balance between social and economic development, always starting from the understanding of the land to generate quality of life for people.
And to create a logo for this company, which turned its name into a “brand”, without, however, having an image strategy to capitalise on the results of its work.

Describe how you arrived at the final design

Diagonal’s brand mark is a 'D' which explores the diagonal issue in an unusual way. It is proprietary. It is the precise gathering of different pieces: the perfect solution.
It is like a map with their lines and territories. It's like flesh, like palm lines. It is like a dream balloon or a relentless, daring sail, seeking new conquests and new territories.
The lettering is down to earth: base, structure and organisation. It has a strong human character. It coexists with the symbol in a dynamic balance: like reason and sensibility, courage and strategy, planning and transformation.

Give some indication of how successful the outcome was in the market

The brand created is the result of a deep process of branding held over a
year, which revealed the fundamental importance of understanding a territory
[its history, cultures, beliefs, etc.] and multidisciplinary work in order
to generate sustainable development and quality of life for people,
ultimately, Diagonal customers.
The new Diagonal brand was unanimously approved by the domestic public, generating strong identification and mobilising employees to accomplish
more. It was the starting point for developing a rich, visual language that
has been highlighting the brand/company's repositioning in the market as a company engaged in land transformation, and winning new customers.