ALPARGATAS INSTITUTE by CRAMA DESIGN ESTRATEGICO for Alpargatas

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ALPARGATAS INSTITUTE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency CRAMA DESIGN ESTRATEGICO
Creative Director Ricardo Leite
Released January 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: ALPARGATAS
Product/Service: SPORTING GOODS, SHOES AND INDUSTRIAL TEXTILES
Agency: CRAMA DESIGN ESTRATEGICO
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: CRAMA DESIGN ESTRATEGICO, Rio de Janeiro, BRAZIL
Creative Director: Ricardo Leite (Crama Design EStratégico)
Planning and Client Services Director: Theiza Conte Paiva (Crama Design EStratégico)
Strategic Creative Coordinator: Simone Lagares (Crama Design EStratégico)
Media placement: Logo - Brazil - 20 January 2010
Media placement: Identity Visual - Brasil - 20 January 2010

Describe the challenges and key objectives
Bring the new institute logo and identity, along with its philosophy, closer to the business and the Alpargatas operation in a more evident way. The logo needed to be even more 'human', enhancing the understanding and the perception of Alpargatas’ commitment with social responsibility initiatives all over the Brazilian territory. This way we could add even more value to the brand.

Describe the brief from the client
Development of new logo and visual identity to Alpargatas Institute, socially responsible branch of Alpargatas - an international manufacturer that encompasses several brands of sporting goods, shoes and industrial textiles, and one of the largest shoe manufacturers in Brazil. The Alpargatas Institute mission is to improve the quality of children and teenagers’ education in communities where the company operates, reinforcing the company’s socially responsible activities.

Describe how you arrived at the final design
First we understood that 'shoes' were at the heart of Alpargatas’ business. And translating movement - what Instituto Alpargatas’ mission brings to society - we reached the footprint symbol. Footprints represent the act of walking, the journey promoted by education, transporting us to new possibilities of development. The heart drawn by the shoeprints brings an emotional aspect to the project, reinforcing the desire of those who want to make a difference. Working graphics with images that translate the 'paths' concept, we achieved a lively visual language and a wider line of dialogue.

Give some indication of how successful the outcome was in the market
The Alpargatas Institute achieved a better visibility thanks to its new positioning and visual identity, adding value to the Alpargatas’ image. The sense of pride among employees increased, especially because of the initiatives the Institute is involved with, at communities where Alpargatas is present. The number of people at Volunteer’s Day at the Institute also increased after the new visual identity was released, and new social projects are in development.