Borboleta Primary Function: Brandsystem by Juan Eugenio Mallo Camera is a highly esteemed winner of the very prestigious 2020 A' Design Award i Sølv in Grafik, Illustration og Visuel Kommunikationsdesign Competition Category.
SølvGrafik· 2020
Borboleta Primary Function: Brandsystem
Client: Balko Argentina S.a
A' Design Award i Sølv Winner in Grafik Category
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- Verified Award Winner
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The Design
About Borboleta Primary Function: Brandsystem
Book Text: Borboleta er et brandsystem skabt for to netværk af tankstationer, der tilhører den samme ejergruppe i Brasilien. Dislub opererer i det nordøstlige, og Equador opererer i det nordlige, og begge netværk beholder deres egne navne. Et fælles symbol i form af en sommerfugl forbinder de to brands. Sommerfuglen refererer til transformation og fornyelse, og dens omrids minder også om silhuetten af det brasilianske territorium. Der anvendes tre farver, en for hvert selskab og en tredje farve for deres forening. Logoet er bygget op omkring et modulbaseret gitter.
The Recognition
About the A' Design Award i Sølv
Borboleta Primary Function: Brandsystem er vinder af A' Design Award i Sølv, en usædvanligt prestigefyldt anerkendelse, der tildeles designs i topklasse, som er pragtfulde og imponerende. Sølvvinderne er enormt geniale og overordentlig kreative værker, der illustrerer deres designeres fremragende ekspertise, talent og skarpsindighed. Borboleta Primary Function: Brandsystem forventes at være et vidunderligt udstillingsværk, der er bemærkelsesværdigt professionelt og dybt innovativt. Dette design, der har vundet A' Design Award i Sølv, er en højst bemærkelsesværdig, beundret opfindelse, som gavner og flytter grænserne for kunst, videnskab, design og teknologi. Borboleta Primary Function: Brandsystem er en skabelse, som mange misunder, og som vækker begær, bringer positive følelser og antænder forundring og undren.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The design team achieved the goal of develop a new brand for two different companies that belonged to the same owner group. Dislub and Equador are gas station nets that operates in Northeast and North of Brasil respectively; working independently one respect of the other, and from now on they'll show the same image but mantaining his own name. That was the design challege: to give one logo for two related, but at the same time independent and completely different brands; using color, shapes and same graphic structure to get the work done.
- Dimensions & Packaging
- (Standing Billboard - Structure) Width 7300mm x Height 5300mm
(Ad Display) Width 6850mm x Height 3950mm - Tags
- Logo, Branding, Brazil, Butterfly, Borboleta, Identity, Corporate, Symbol
- Production Technology
- The design team constructed the logo with a module-based grid that allowed us to obtain a smooth and well-shaped design.
- Design Challenge
- The design team faced the challenge of representing two different brands with the same image but keeping both individualities, and instructed to present a well-adjusted solution for both brands with neither one being more important than the other. The team had to honor the previous colors so they identified the most representative one for each brand and added a third one to symbolize the union of both companies.
- Research
- The isotype, the more characteristic element of the logo, represents a butterfly: a symbol strongly associated with nature, but also express a certain degree of Brazilian national spirit, therefore, the isotype also resembles the silouhette of the Brazilian territory. In addition the design team choose an unique color, purple, that represents the union of the two companies and sets them apart from the competitors in gas station market.
- Inspiration
- The main concept were: union, rebirth, transformation and modernism. The design team took the image of a butterfly that universally represents a symbol of powerful transformation, change, hope and renewal. The isotype is common to both brands and shows three significant colors, two representing the companies and the third representing the future.
- Project Duration
- The design team began working in the second quarter of 2017 and the complete project was finished and approved to Dislub Equador Board of Directors in December of the same year. During the first quarter of 2018 the design team continued working with all the applications of the new brand.
- Operation Flow
- By sharing both companies the same symbol a clear link will make the client's mind connect both companies as one.
- Team Members
- Juan Eugenio Mallo Camera
Diego Adrián Beas
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