Borboleta: A Symbolic Union of Two Brands

Designing a Shared Identity for Dislub and Equador

The design team drew inspiration from the image of a butterfly, universally recognized as a symbol of transformation and renewal. The butterfly, or 'Borboleta' in Portuguese, was chosen to represent the union of the two companies, each maintaining their individuality while presenting a unified front to the world. The isotype, the most characteristic element of the logo, not only represents a butterfly but also resembles the silhouette of the Brazilian territory, subtly expressing a degree of Brazilian national spirit.

Color played a significant role in the design process. The team identified the most representative color for each brand and added a third color, purple, to symbolize the union of the two companies. This unique color choice sets Dislub and Equador apart from their competitors in the gas station market. The logo was constructed using a module-based grid, resulting in a smooth and well-shaped design.

The design team faced the challenge of representing two different brands with the same image while maintaining their individual identities. The goal was to present a well-adjusted solution for both brands, with neither one being more important than the other. By sharing the same symbol, a clear link is created in the client's mind, connecting both companies as one.

The project began in the second quarter of 2017 and was completed and approved by the Dislub Equador Board of Directors in December of the same year. The design team continued working on all the applications of the new brand throughout the first quarter of 2018. The result of their efforts is a brand system that represents the union, rebirth, transformation, and modernism of two companies under one symbol.

The Borboleta design was recognized for its creativity and innovation with a Silver A' Graphics, Illustration and Visual Communication Design Award in 2020. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. The Borboleta design, with its implicit symbolism, representative colors, new typeface, and organic shapes, is a testament to the skill and creativity of its designers.