Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


Mercado Libre

Noted May. 22, 2013 by Armin

Industry / Retailers Tags /

Mercado Libre Logo, Before and After

About: (Est. 1999) “MercadoLibre.com (literally “free market” in Spanish) or MercadoLivre in Portuguese (Brazil, Portugal) is a website dedicated to e-commerce and online auctions. It is eBay’s Latin American partner. MercadoLibre is Latin America’s number-one e-commerce site. It is currently present in Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Mexico, Ecuador, Peru, Portugal, Panama, Uruguay and Venezuela.” (Source: Wikipedia)

Design by: Imaginity.

Ed.’s Notes: No es bueno. Exposed grid and step-by-step devolution of Helvetica below (or after the jump).

Relevant links: Imaginity case study. News story about their $10-million media buy.

Select quote: “We have refreshed and modernize the identity whilst retaining the inherent equity held in the current look and feel. We took some of the current brand elements to reflect the heritage and also support the brand for the next phase of the company’s growth. You will still see the iconic handshake but the typography and colours have been updated.”

Mercado Libre Logo

What? No circles?

Mercado Libre Logo

Thanks to Raul Mancilla for first tip.



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