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New Logo and Identity for dospuntos by Brand Union

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Launched this year, dospuntos is a new residential real estate developer in Spain with the premise (and promise) to do things differently and with a new generation of home-owners in mind. They have launched with two buildings, one near Madrid and the other not so near in A Coruña, with the goal of selling 2,000 residences each year by 2019 and starting with the capital to build 7,000 residences across Spain. One key thing for our non-Spanish speaking audience: the name dospuntos is “dos puntos” joined together and dos puntos is how the colon punctuation mark (:) is called in Spanish, literally two dots (or more grammatically correct, two periods — the semicolon we call “punto y coma”, period and a comma). The new identity has been designed by the Madrid office of Brand Union.

The visual identity uses different iconic and relevant elements, that along with the logotype, build a differentiating look and feel, supporting the strategy and business approach:
- A logotype that is relevant but as direct and self-explanatory as possible
- An iconic and flexible graphic device - our own “floor plan”, articulates our visual communication
- A colour palette that has three main colours building consistency but also flexibility, attending to different locations and customer profiles, as well as being differential from competitors
- A typographic family that enables our conversation with our customers and partners, less corporate and more editorial, as we want to speak, but also to listen to them
- A full range of icons, a defined image style… all building in the same direction: a specific personality that defines us

Brand Union provided text

New Logo and Identity for dospuntos by Brand Union
Logo detail, with tagline “Decide your Home”.
Logo animation.

The colon name is a clever choice and the company does a good job in rationalizing it as it marking the start of a conversation or as the jumping for a list of wishes when it comes to one’s home, as in “My favorite neighborhoods are:”, “I want my house to have:”, etc. The logo — with the first “o” in the logo jumping on top of the second “o” to form a colon, leaving the “d” hanging loose — is quite daring, not because it’s edgy or controversial but because it sacrifices readability and takes a gamble that, gasp, the audience is smart enough to get it. This is one of those logos that ends up in A Smile in the Mind because it takes a chance, it makes a visual connection that brings a spark of joy to your world. I think it’s a brilliant logo, especially bold as an introductory logo to a company just launching. This is another case where a geometric sans serif serves the concept and purpose and where the use of lowercase helps with the readability by keeping all the characters more uniform.

New Logo and Identity for dospuntos by Brand Union
Stationery.
New Logo and Identity for dospuntos by Brand Union
Folder detail.
New Logo and Identity for dospuntos by Brand Union
Journal.
New Logo and Identity for dospuntos by Brand Union
Tote.

The identity introduces a thick floor plan graphic that, although I see its relevance, is very heavy-handed and lacks some sophistication or better execution. It’s like it’s there but not there, and maybe there are some walls maybe not, and maybe it serves as a frame or maybe not, and lines just stick in from the edges… Not very convincing. The introduction of a serif helps add a different tune to the system but they also went heavy-handed by using it extra large and it’s as if everything is competing for your attention.

New Logo and Identity for dospuntos by Brand Union
Print ads.
New Logo and Identity for dospuntos by Brand Union
New Logo and Identity for dospuntos by Brand Union
Outdoor ads. (LOL at the creeper dog.)

Perhaps the best case scenarios are the different ads above, particularly the mini billboard with the two “o”s from the logo specifying the location of the residence. But still, too many random thick black lines for my taste.

New Logo and Identity for dospuntos by Brand Union
New Logo and Identity for dospuntos by Brand Union
Office.
New Logo and Identity for dospuntos by Brand Union
Welcome mat.

The office graphics show commitment to the system by having large serif typography in its walls and this could have been really cool but I think they got carried away by size matters and everything is big and oversized. Overall, I love the logo and the color palette is convincing but the applications suffered from over-designing or designing in the wrong direction. I mean, this is not bad by any means, we’ve seen worse, but with such a strong cornerstone in the logo I wish that sense of surprise carried through.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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