THE CONCEPT
The visual identity of Axial Engenharia de Estruturas was developed taking into account the attributes: Agility, detail and safety, fundamental characteristics for the brand.
The pattern of the brand that manages to represent at the same time the fundamental arrow for the visual identity and the letter X that is highlighted in the logo, ultimately offers the symbology of a prepared company, and that offers security and commitment to its customers. The union of shapes also conveys the attributes of detailing and planning of the brand, where the shapes are not loose and arranged at random, but on the contrary, they are meticulously fitted, demonstrating the care with which the brand proposes to execute each of its projects.
The pattern is composed of the forward-pointing arrow originating from the logo. This arrow generates an interesting graphic to be used by the brand in various materials, making the brand more personalized, allowing the customer to recognize it over the years based on these symbolisms, whether in any of the brand's color palettes , both institutional and auxiliary color palette. This is clearly an element that demonstrates the agility of the brand, positioning us as a company also concerned with being always prepared, always one step ahead, anticipating innovations in the area.
The pattern makes it possible to use both with the lozenges that refer to the original symbology of pillars seen in section in an architectural plan, and it is also possible to use it in a lighter way without the lozenges, thus referring more clearly to the essence of a frame with iron bars of a raft, where the arrows actually form interconnected squares, offering a very interesting sense of solidity for a brand dedicated to structural engineering.
The Axial logo was developed taking into account the attributes: Agility, detail, security and sophistication, these being essential attributes for the brand. We avoided creating a logo with obvious engineering symbols such as buildings or houses, but instead focused on the essence of the brand's work, structural engineering, so for an authentic logo we made a change to the letter "A" so that it resembles the Greek letter Delta, and also giving a clear emphasis to the letter X, thus having the logo that essence of mathematics and physics that are the unknowns in an equation. The highlight of the arrow pointing forward in the letter “X” has the character of pointing out the solution of the equation.
It is interesting to notice the authenticity that the junction of the two letters provide, they are interconnected protecting each other, the “A” at the bottom (as an inferior structure) and the “X” at the top, as a superior structure. This meticulous combination of the letters allows their use autonomously, both out of necessity and as already mentioned in countries where the name is not possible to use, as well as helping to offer personalization and intimacy with customers who can get to know the brand through its reduction and essence.
The typography used is geometric and rational, offering elegance and technology to the brand, in addition to making the seriousness and technicality of the brand evident. Ultimately it is a strong brand, without unnecessary embellishments like traditional symbols, focusing on what matters, the name. These features help reinforce important brand principles such as safety, ethics and trust, with an impeccable level of detail and a standout presentation.
The colors used reinforce the character of strength and confidence of the brand with the use of Oxford Blue, added to the yellow that offers dynamism and energy to the brand, seeking to position ourselves as a modern brand, disassociated from archaic engineering, but rather we seek to present ourselves in a context where technology is linked to the engineering project, thus making each project more reliable and economical for the customer. The vivid and pointed shapes of the logo also offer a great character of strength and agility to the brand.
By using the Delta and X unknowns, we seek to reinforce the character of specialization, knowledge and intelligence of the brand, thus highlighting the area of activity in a subtle and sophisticated way, making it the brand recognized over time by customers and the market for its authenticity , starting with the visual identity.
