Borboleta Primary Function: Merksysteem by Juan Eugenio Mallo Camera

Borboleta Primary Function: Merksysteem by Juan Eugenio Mallo Camera is a highly esteemed winner of the very prestigious 2020 A' Design Award yn Sulver in Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp Competition Category.

SulverGrafysk· 2020

Borboleta Primary Function: Merksysteem

by Juan Eugenio Mallo Camera

Client: Balko Argentina S.a

A' Design Award yn Sulver Winner in Grafysk Category

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Verified Award Winner

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Colors

The Design

About Borboleta Primary Function: Merksysteem

Borboleta is in merksysteem dat makke is foar twa tankstasjonnetwurken dy't ta deselde eigenersgroep yn Brazilië hearre. Dislub is aktyf yn it noardeasten en Equador yn it noarden, en beide netwurken hâlde harren eigen namme. In dield symboal yn 'e foarm fan in flinter ferbynt de twa merken. De flinter ferwiist nei transformaasje en fernijing, en syn omtrek docht ek tinken oan it silhûet fan it Braziliaanske grûngebiet. Der wurde trije kleuren brûkt, ien foar elk bedriuw en in tredde kleur foar harren ienheid. It logo is boud op in module-basearre roaster.

The Recognition

About the A' Design Award yn Sulver

Borboleta Primary Function: Merksysteem is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Borboleta Primary Function: Merksysteem wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Borboleta Primary Function: Merksysteem is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

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