Braspag: Redefining Payment Technology Branding

A Timeless Design for a Dynamic Industry

Braspag, the leading electronic payments company in Brazil, required a visual identity that would embody the fluid and fast-paced nature of the digital world. The design team at Laika sought to create a brand that would not only represent the company's accelerated transformations but also maintain its original identity.

The typographic design of the Braspag logo draws inspiration from Paul Renner's Futura typography, with contemporary re-interpretations that introduce sinuous details and a liquid component. This allows for diverse variations in the logo's appearance, breaking away from the rigid models of corporate visual identity construction.

Laika's graphic platform for the Braspag brand goes beyond traditional applications. The brand is showcased through translucent acrylic panels, glass walls with UV-printed adhesive, two-dimensional arts that deconstruct the brand, and animations that explore brand narrative. This range of applications creates a visually engaging and dynamic representation of the brand.

By adopting a logotype instead of an imagotype, Braspag embraces the ever-changing nature of the payment technology sector. The logotype allows for more flexibility and adaptability, without being tied to a specific pictorial representation. It serves as a platform for visual representation, enabling daily innovation and evolution.

The design project for Braspag was completed by Creative Director Ruis Vargas and his team at Laika. The project started in May 2018 and concluded in October 2018 in Sao Paulo, Brazil.

The design process involved extensive research and immersion with Braspag employees and management. This allowed the design team to understand the brand's culture and image universe, which were then translated into meaningful graphic narratives.

One of the main challenges faced by Laika was capturing the rapid transformations in the online payment technology sector. The typographic design of the logo was carefully structured to accommodate various aesthetic nuances while maintaining its core composition. This ensured that the brand could adapt to future changes without losing its identity.

The Braspag logo design is characterized by its ability to adapt to evolving brand behavior. By focusing on typographic elements and avoiding figurative elements, the logo becomes a receptacle for diverse graphic expressions and experiences in brand communication.

The exceptional design of Braspag by Laika has been recognized with the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This prestigious award honors designs that are well-designed, practical, and innovative, meeting professional and industrial requirements.