the problem

The client, a software development firm, requested to build a brand identity and all the other graphic collaterals. The brand will represent its values, and be a north star that guides their business forward.

the solution

The Wheel and its Axle

There are certain principles or values that govern business activities.

Each activity manifests itself in an agent, the action and the result of the action.

A wheel hub is an essential part of the wheel that connects it to the axle and allows it to rotate without friction.

Thus the axle of the wheel represents the principles that govern the business activities represented by the wheel.

The center of the circumference is the trace or projection of the vertical axis on the horizontal plane where the circumference is located.

The I

The I, the vertical axis, represents the essential or main unity and identity of the company. It is the synthesis of business activity and is not lost sight of during the operation of the company.

The color red represents action well

The X

The 4 spokes of the wheel forming an X. They join the center with the circumference and can represent the entire circumference.

The quaternary represented by the X symbolizes the harmonious manifestation of multiplicity or diversity from an essential unity.

Furthermore, the X represents the dynamic aspect of the quaternary, very important to represent the always dynamic business activity, while the square represents the static aspect.