FUNDAÇÃO BIOMINAS: BIOMINAS BRASIL IDENTITY

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.