Valid: VALID

Credits & Description:

Category: Logo Design

Advertiser: VALID

Product/Service: PAYMENT AND ID SYSTEMS

Agency: ANA COUTO BRANDING & DESIGN

Date of First Appearance: Nov 16 2010

Entrant Company: ANA COUTO BRANDING & DESIGN, Rio de Janeiro, BRAZIL

Chief Executive Officer: Ana Couto (Ana Couto Branding & Design)

Creative Director: Danilo Cid (Ana Couto Branding & Design)

Branding Director: Christophe Schwarzberg (Ana Couto Branding & Design)

Design Director: Napoleon Fujisawa (Ana Couto Branding & Design)

Designer: Hugo Rafael (Ana Couto Branding & Design)

Designer: Guilherme Portela (Ana Couto Branding & Design)

Executive Account: Bruno Arouca (Ana Couto Branding & Design)

Executive Account: Antonio Rocha (Ana Couto Branding & Design)

Media placement: Brand launching - Brazil - 16 November 2011



Describe the brief from the client

A company with a history of success in different countries and cultures and expertise in the areas of security printing, development and identification cards, that needed to be repositioned in the market, as well as to dissociate itself from the old name and brand. It was no longer ABNote (American Bank Note). This company was not American any more, it was not a bank, and its core business was much more than just notes.



Describe the challenges and key objectives



The first challenge was to move away from a brand of association to a brand with a strong name which could add value to the company’s differentiating features and, reflect its positioning. To preserve its attributes such as solidity and reliability while incorporating modernity and technology. Then to develop tools to manage the brand so as to define its purpose – what the mission, vision and values of this company are. And finally to create both a proprietary and inspiring verbal and visual universe for the new Brand.



Describe how you arrived at the final design

Confidence is the business of a company dealing with identification and methods of payment for the sectors of telecommunications, governments and payment channels. The name selected was Valid, derived from the essence and platform which had been developed. A colourful, authentic universe was created, inspired by codes, systems and symbols. The new Brand is conveyed by a simple modular solution which transmits simplicity, accuracy and objectivity.



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

The Brand was first launched internally, via a workshop for the company employees sharing every step of the project. In November 2010 the company officially launched Valid on the market.