Adsarchive » Design & Branding » Sonae » Sonae: SONAE BRAND IDENTITY SYSTEM

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Industry Business equipment & services
Media Design & Branding
Market Portugal
Creative Director Pedro Pires
Released June 2011


Cannes Lions 2011
Design Lions Consumer Services Gold

Credits & Description

Type of Entry: Brand & Identity Experience
Category: Consumer Services
Advertiser/Client: SONAE
Entrant Company: IVITY BRAND CORP Lisbon, PORTUGAL
Design/Advertising Agency: IVITY BRAND CORP Lisbon, PORTUGAL

Chief Communications Officer: Paulo Rocha (Ivity)
Senior Graphic Designer: José Mendes (Ivity)
Creative Director: Pedro Pires (Ivity)
Graphic Designer: Cesária Martins (Ivity)
Graphic Designer: Mariana Garcia (Ivity)
Graphic Designer: Sebastião Teixeira (Ivity)
Account Director: Vera Rhodes (Ivity)
Accounts: Nuno Rainho (Ivity)

Brief Explanation:
We were challenged to create a new identity system capable of interpreting the group’s great diversity.
A new system adapted to different levels of representation – new media, new technologies. A “brand that can change its clothes, but not its character," was needed.
Describe the brief from the client:
SONAE has always been ahead of its time.
After 50 years in business, the multinational retail group with over 40,000 staff across the world approved deep structural changes, and wanted to communicate those changes in an energetic and rallying way.
In order to give substance to those changes, making them visually tangible, it was necessary to create a new system of identity.
Description of how you arrived at the final design:
In the story, the circle is the common element, with a primary, solid role. It is a visual foundation. We also decided that a brand is not just one idea:
It is rather an immense multiplicity of ideas and points of contact organised in a unified way.
We created a three-layer construction system resulting in multidimensional, metamorphic and multi-coloured brand.
In order to manage this level of ambition we set up a technical mainframe for the project: a visual generator, which is a guarantee of the sturdiness and technical quality of the infinite number of applications.
Indication of how successful the outcome was in the market:
In just six month the new brand has generated an enthusiasm that is unparalleled in the history of the group, thus achieving the aims of signalling change and the future.

The Design & Branding titled Sonae: SONAE BRAND IDENTITY SYSTEM was done by IVITY BRAND CORP advertising agency for product: Sonae (brand: Sonae) in Portugal. It was released in Jun 2011.