BY Armin

Emegé Emerges

A leader in the production and distribution of gas-based domestic appliances, Emegé (pronounced, roughly, eh-meh-heh) is a 75-year-old, family-owned corporation based in Argentina, slowly growing into the international market. With six logos logos since its inception and the latest update in 2003, Emegé has released a contemporary new identity designed by Buenos Aires-based Brea, García Barra y asoc..

Logo in its holding shape.

Clearly the old logo was anything but attractive and might as well have been an electronics store targeted to vampires and mass murderers, so improving upon it was not that difficult. Nonetheless the wordmark created by BGBA is an assertive design that is streamlined and confident. I am regularly skeptical towards unicase wordmarks, but this one works better than most, specially since all characters occupy neatly the same visual width (the M is a little wider) and the lowercase “e”s add a nice rhythm that the monotonous uppercase “E” wouldn’t, so instead of arriving at a wordmark with nine horizontal bars this is a good balance of round corners and straight lines. The accent over the last “e” does a great task in making the wordmark more asymmetrical and creating a beginning and an end point.

Packaging and collateral samples.

Logo for a museum within corporate headquarters.

Tag line.

To support the simple and contemporary wordmark, BGBA selected Process Type Foundry’s Klavika for use in the identity. One of my favorite things about this project is the tag line and its adorning accent: “Cada día más” which literally translates to “Each day more” is visualized by the uphill slant of the accent, which in Spanish serves as a way to denote that emphasis should be placed on the letter directly below it, so together it works as a nice metaphor for continued and increased positive movement.

\n\nA leader in the production and distribution of gas-based domestic appliances, Emegé (pronounced, roughly, eh-meh-heh) is a 75-year-old, family-owned corporation based in Argentina, slowly growing into the international market. With six logos logos since its inception and the latest update in 2003, Emegé has released a contemporary new identity designed by Buenos Aires-based Brea, García Barra y asoc..

Many thanks to our ADV @ UnderConsideration Partners