Borboleta
Brand System for BALKO ARGENTINA S.A.
A new logotype for the two Grupo Dislub Equador existing gas stations networks: Dislub energia, based in the northeastern region of Brazil and Equador energia, in the Northern region of the Amazonas. Both companies worked independently one of the other but now after the rebranding both shows an identical image in a way that the consumers starts to perceive them as one, that was the main objective for the redesigning. An implicit symbolism, representative colors, a new typeface and organic shapes were the main elements chosen for this brand redesign.
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Borboleta by Juan Eugenio Mallo Camera
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Brand System by Juan Eugenio Mallo Camera
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Juan Eugenio Mallo Camera Borboleta
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Juan Eugenio Mallo Camera Brand System
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BALKO ARGENTINA S A Brand Logo
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Borboleta Brand System Press Releases
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Borboleta Brand System Media Articles
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Unique Properties
The design team achieved the goal of develop a new brand for two different companies that belonged to the same owner group. Dislub and Equador are gas station nets that operates in Northeast and North of Brasil respectively; working independently one respect of the other, and from now on they'll show the same image but mantaining his own name. That was the design challege: to give one logo for two related, but at the same time independent and completely different brands; using color, shapes and same graphic structure to get the work done.
Tags
Logo, Branding, Brazil, Butterfly, Borboleta, Identity, Corporate, Symbol
Production Technology
The design team constructed the logo with a module-based grid that allowed us to obtain a smooth and well-shaped design.
Design Challenge
The design team faced the challenge of representing two different brands with the same image but keeping both individualities, and instructed to present a well-adjusted solution for both brands with neither one being more important than the other. The team had to honor the previous colors so they identified the most representative one for each brand and added a third one to symbolize the union of both companies.
Project Duration
The design team began working in the second quarter of 2017 and the complete project was finished and approved to Dislub Equador Board of Directors in December of the same year. During the first quarter of 2018 the design team continued working with all the applications of the new brand.
Operation Flow
By sharing both companies the same symbol a clear link will make the client's mind connect both companies as one.
Research
The isotype, the more characteristic element of the logo, represents a butterfly: a symbol strongly associated with nature, but also express a certain degree of Brazilian national spirit, therefore, the isotype also resembles the silouhette of the Brazilian territory. In addition the design team choose an unique color, purple, that represents the union of the two companies and sets them apart from the competitors in gas station market.
Inspiration
The main concept were: union, rebirth, transformation and modernism. The design team took the image of a butterfly that universally represents a symbol of powerful transformation, change, hope and renewal. The isotype is common to both brands and shows three significant colors, two representing the companies and the third representing the future.
Project Overview
Borboleta Brand System has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Image Credits
For design images and photos please credit Juan Eugenio Mallo Camera.
Silver Recognition
Juan Eugenio Mallo Camera was recognized with the coveted Silver A' Design Award in 2020, a testament to excellence of their work Borboleta Brand System.
Juan Eugenio Mallo Camera Press Releases
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Borboleta: A Symbol of Transformation and Unity for Dislub and Equador Gas Stations
Award-winning designer Juan Eugenio Mallo Camera creates a new brand system to unify two independent gas station networks in Brazil, representing transformation, hope, and renewal.
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