Contributed by Interbrand São Paulo.
Founded in 1971, Embraco is a global company, with factories in Brazil (headquarters), Italy, China and Slovakia. World leader in the hermetic compressors for cooling systems, product and development has always been a priority for the company. Despite Embraco’s global market dominance, little attention was paid to its brand, a scenario that intrigued senior management. Consequently, Interbrand was given the challenge of transforming Embraco’s brand into a valuable asset.
The new logo is a visual construction of Embraco’s brand values. It expands the range of colors that represents our company. Inspired by the Aurora Borealis or Northern Lights, a phenomenon of various colors caused by the contact of solar winds by the Earth’s magnetic field. Some of these colors are now the colors of Embraco.
We went for an all-type, easy to apply logo. Embraco’s primary product is the hermetic compressor for cooling systems. It’s constantly functioning to change the states of matter, what inspired us to create the infinity symbol using the letters “c” and “o”. The tagline has several interpretations to it. “Power in” may refer to the excellence of their product functioning inside the fridge, as well as the strength of their global team. “Change on” is again an allusion for infinity and constant transformation.
The visual universe was inspired by the Northern Lights or Aurora Borealis, as a new way of seeing and perceiving the cold. We used thin lines to illustrate the technique and complexity required in Embraco’s field of work.
The icons work to maintain the logo’s consistency and flow. With round shapes, they match Embraco’s typography and graphisms.
The reception area conveys the brand identity concepts, while curved backgrounds promote a sense of physical infinity. Our idea is to provide an inspiring brand experience so visitors can recognize Embraco’s personality as soon as they enter the company.
Embraco’s facade in LED lighting attracts the eyes of everyone who passes by the company’s headquarter in Santa Catarina, Brazil.
The launch took place in 6 countries, simultaneously: Brazil, Italy, China, Slovakia, USA and Mexico.
As a brand management tool, we created Embraco’s brand territory. It puts together strategic, verbal and visual guidelines to inspire the creation of new communication materials.