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New Logo and Identity for CBA by Interbrand
 

before

after

Noted May. 30, 2018 by Armin

Industry / Corporate Tags /

About

(Est. 1955) Companhia Brasileira de Aluminio (CBA) is the largest aluminium producer in Brazil having a total annual production of around 480,000 tonnes. It produces and sells aluminum products in Brazil. The company provides fabricated products, including aluminum cables, plates and coils, extrusions, rolled products, and roof tiles; and cast products, such as coils, ingots, plates, billets, and bars. It also holds interests in reserves in the Southeast of Pará state, Paragominas region; and has a bauxite mine in the municipality of Cataguases and Itamarati de Minas, Minas Gerais state. In addition, the company is engaged in the building of hydroelectric power plants. The company serves transportation, packaging, electrical, civil construction, and consumer markets. The company exports its products to Europe, the Middle East, and the United States. The company was incorporated in 1941 and is headquartered in Sao Paulo, Brazil. Companhia Brasileira de Alumínio S.A. operates as a subsidiary of Votorantim Participações S.A.

Design by

Interbrand (São Paulo, Brazil)

Related links

Interbrand project page

Relevant quote
For visual identity the concept 'the link between the world of aluminum and the world of people' guided all studies. The symbol was born from the sum of the initials of the CBA, and represents the respect and appreciation of the bond with its clients, partners and communities. In addition, the logo and visual universe have the support of Votorantim Sans, a unique typography designed especially for Votorantim brands.

The visual concept that originated the logo was unfolded in the graphics and icons that are constructed through intersections of colors and images forming a dynamic and modern visual universe. Finally, the photographic style is inspired by the same principle, valuing images that portray the benefit of aluminum in people's lives.

Interbrand project page (Google-translated)

Images (opinion after)
New Logo and Identity for CBA by Interbrand
Logo.
New Logo and Identity for CBA by Interbrand
Icon set.
New Logo and Identity for CBA by Interbrand
Brochure covers.
New Logo and Identity for CBA by Interbrand
Tote.
New Logo and Identity for CBA by Interbrand
Piece of aluminum.
New Logo and Identity for CBA by Interbrand
Silo.
Opinion

The old logo had that vintage patina that’s hard to come by authentically these days but it undoubtedly looked old and was probably holding the company back in communicating any technological prowess; when you look at their new website, it’s hard to imagine the old logo being able to support the aluminum-is-the-future vibe they have going on. The new logo is more visually attractive and engaging at first glance, with a chunky “cba” wordmark that I kind of like… if they had resisted doing what they did to the top of the “c” it would have been quite nice. The icon/monogram thing is awkward as it only shows the “b” and “a” but not the “c” so I keep trying to look for it. The gradients at the intersection of the shapes is sort of interesting but ultimately very corporate-y. Overall, it’s definitely an upgrade in terms of making the company look like a major, modern-day competitor and the applications all portray the company strongly but it all could be interchangeable with a number of other corporations.

Thanks to Welerson Ferreira for the tip.

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Logo Before & After
Sample Application

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