The organization’s main targets are its investors and its clients, meaning all steel industry. This objectives intersection determines the main DNA values of the Brand: credibility and reliability, mining exploration, masculinity, warm colors (representing Africa).
The ease to apply the logotype was a characteristic considered, regarding the development of the brand morphology, aiming to facilitate its representation in containers and machinery in context of mining exploration. This representation obliges, in many situations, to the use of rudimental single color printing processes.
The solution found by Brandimage for the brand identity was supported in grooves and ramps created to facilitate the fleet access to the mineral extraction area.
The identity of “A” symbol and the simplicity of its representation intend to transform the brand into a memorable image and facilitate its representation in different materials.