EMAÇO
REBRANDING
EMAÇO is a brand of steel furniture and decorative pieces. Born from a designer and sculptor and his desire to emphasize the qualities of steel, not only its strength but its aesthethic possibilities. The brand's pieces are sophisticated and clean, but its previous logo does not emphasize these qualities. I was asked to redesign the logo and make some possible applications for the brand.
The typography chosen is a variable san serif font whose letters can be stretched. This effect is used interchangeably in order to represent both the stability as well as the flexibility and possibilities of the material. In the letter O, both possible variations (normal and stretched) are used in order to create the image of a steel tube.
At the same time, through the simplicity of the letters, sophistication is transmitted, serving one of the brand's goals which is that steel will be valued not only for its stability and strenght, but also for its beauty and aesthetic possibilities.
The symbol of the tube is removed from the logo and appears as a complementary element to the branding. It is reversed which gives it a three-dimensional character. The logo and the symbol never appear together, being that the symbol is used to replace the logo in certain applications of the brand.
The logo has a horizontal variation that can be used instead of the main logo, if this is more convenient for a specific application. In this variation the words EM and AÇO appear on the same line separated by a dash that, at the same time, appears as the element that unites them. The stroke is a variable element that can be stretched so that it can be applied more dynamically to different surfaces.
