| Martins Fontes Bookstore
2010 REBRAND 100 Winners > notable
Industry: Consumer Goods and Services, Retail Stores, Internet
Enterprise Rebrand
Country Base: Brazil
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Martins Fontes is one of the biggest and most renowned bookstores in Brazil. The store offers more than 80 thousand publications at its main street branches and via its online store.
Challenge - Until 2008, the brand had had two different logos which were ‘all type’ and non eye-catching at all. This made it difficult to convey immediate association between the main street and the virtual versions of the brand. In addition, when applied to promotional materials, the name did not stand out (the look was monotonous) and needed other outstanding visual elements.
Strategy - To develop an integrated visual identity that could raise brand awareness while being appropriate for promotional applications, we were inspired by the infinite, circular form. It references the infinite content of both human writing and the range of publications Martins Fontes offers.
Result - The result is a flexible identity established for the brand signature that can be applied to different media and on promotional items that are visually attractive. The promotional items and brand collateral now stand out. All this was achieved without adding extraneous elements.
Credits:
Client: Editor WMF Martins Fontes Ltda. - www.martinsfontespaulista.com.br
Brand Strategists/Designers: REX Design - www.rexnet.com.br
Creative Director: Gustavo Piqueira
Creation: Gustavo Piqueira / Samia Jacintho
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