De Bernt

De Bernt is a market leader in its field of activity, but was losing its space by passing a very conservative image. Labis Design had some challenges in order to change the image of the company and for that to happen, its new identity should show the values of the company; Be compatible with the quality of the services it offers and with the expectation of the target public; Had to follow its growth plans and the evolution in the corporate market, besides presenting modern features that would make evident its main characteristic: the experience.

The 30-year experience in serving highly demanding clients, a multidisciplinary team of high quality standards and management expertise make De Bernt one of the leading Brazilian consultancies in human capital solutions for companies in the national and international markets.

Labis Design has developed from Brand Language Design a project for De Bernt, which was created by creating a new concept for the brand, through the visual identity, logo and institutional and commercial presentations.

Naming

The old name of the company carried the surname of its founder, however, Entschev was not used by its clients and employees for being difficult to write and to pronounce, generating several disorders and confusions. After an analysis, we suggest keeping only De Bernt. Becoming Bernt Entschev to refer to the founder of the company and De Bernt as company name, whose preposition “de” already functions as a link that expresses its origin and authorship.

To achieve the goal of giving a brand new face without losing its main characteristic, we realized the need to blend classic and contemporary styles. For values like experience and solidity, we look for the most closed colors, textures and serif fonts, for values such as innovation, agility and flexibility, we look for simpler forms, deconstructed layouts, vivid colors and non-serif fonts. Our goal is to create an identity by merging these elements, creating something unique and transmitting these two worlds.

From the values of the brand and the current market scenario in which De Bernt is inserted, Labis Design defined evolution as a key word to guide the project. Evolution consists of a set of modifications towards something, which refers to a gradual and progressive development. The act of evolving expresses harmony and experience as a whole.

Concept

If one of the synonyms of a successful company is the trajectory it traverses, a starting point and a point of arrival are paramount. Stipulating goals, having good professionals, connecting allies, uniting stories and achievements make all the difference.

De Bernt acts as this connector, as a bridge to the evolution of the whole. It connects good professionals to good companies, and thus enables new success stories to be written. Connecting Histories becomes the motto of the company.

Typography

Investing in typography is investing in the quality of work and material that is presented to customers, especially when we are talking about the redesign of a corporate visual identity that is already consolidated in the market. For this reason, Labis Design has searched for fonts with a variety of weights, symbols and characters, allowing them to be used in different languages and suitable for different platforms. We also look for sources that are in accordance with the values of the brand and meet the criteria: flexibility, readability, uniformity, balance, quality and personality.

Custom icons have been developed, used to instantaneously transmit messages or introduce a topic or topic.

Logo Construction

De Bernt logo was developed with reduced kerning to result in a compact and solid brand. This spacing was carefully customized letter to letter to maintain harmony and visual balance.

The spacings along with the initials in the upper box show that they are different words, but they induce a faster and more practical reading.

Our goal is to bring a solid brand, however, with current and dynamic language. The addition of words also reinforces the Connecting Histories concept and conveys the values that guided us throughout the project.

The identity is made on deconstructed grids, where text boxes, color boxes and images are purposely harmonically misaligned, creating numerous layouts.

The sources are used in different weights and sizes, merging between fonts with and without serifs. The derived point of the logo can be used on the images turning into patterns or loose and blurred to give the feeling of depth and modernity.