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Follow-Up BY Armin


Follow-up: Sonae

Sonae Follow-up

This past April we reported on the redesign of Sonae, one of Portugal’s biggest corporations running a number of consumer products and services. The redesign, executed by Lisboa-based Ivity, was met with plenty of negative criticism from myself (I called it “annoying and unpleasant”) and our readers (racking up an impressive 88% of 1,603 votes in the “Bad” category). With a little time it seems the Sonae website has transformed into something more palatable and Ivity has provided us with a movie that explains the genesis, execution, and application of the new identity. Take a look and see if your opinion changes.

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Entry Information

DATE: Dec.09.2010|POSTED BY: Armin|CATEGORY: Corporate | COMMENTS:

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Opinion BY Armin


How do I Circle Thee? Let me Circle the Ways…

Sonae Logo, Before and After

What started as a company producing “decorative laminates” in 1959 in Portugal, Sonae is now one of the countries largest corporations with almost 40,000 employees that work in a mind-numbing range of sectors across various Sonae-owned customer-facing operations: from food retail, to pharmacies, to clothing, to consumer electronics, to managing shopping centers, to telecommunications, to real estate. Basically, it’s hard to throw a stone in Portugal and not hit something owned or operated by Sonae. This past February it launched a new identity created by Lisboa-based Ivity Brand Corp.

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Entry Information

DATE: Apr.30.2010|POSTED BY: Armin|CATEGORY: Corporate | COMMENTS:

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