DiagramaIncrível

A building and refurbishment company in northern Portugal, with plenty of work done and no brand. Its name was written three different ways, depending on who wrote it. There was no logo, and quotes went out with no look at all. And on a building site a brand has to be recognised from afar: on a van, on a cap, on a sign.

We started with the name, before any drawing: DiagramaIncrível, always spelt this way. Then we asked what this company does that others do not show. It opens up walls that already exist. That gave three routes for the symbol, the door, the wall and the arch, and the wall stayed: bricks laid around an opening, with the lintel that holds it up. In the name, we redrew the I with bars, because in an ordinary typeface it read “Diagramalncrível”.

The logo in vertical and horizontal versions, in two colours, one colour and white for dark backgrounds. A compact symbol for the avatar, the cap and small sizes. The rules of use: anything that goes out on the street is one colour only, and the terracotta stays on paper and screen. A technical sheet for the printer, the vinyl fitter and the embroiderer. And the quotes and materials list with the new look.

Communication is now the same everywhere: one name, one symbol and documents with the same look. Vans and workwear come next, with written rules for whoever produces them. It is too early to measure results. When we have them, with a source, we will tell you here.