Ciemsa — Brand evolution for a construction firm with a contemporary vision
Challenge
Evolve CIEMSA's identity by respecting the most recognizable elements of its historic brand, while imbuing them with greater professionalism, contemporaneity, and systemic coherence.
The brand needed to update its visual language without losing the codes that the market already associated with its trajectory: the Uruguayan flag, the green curved element, and the characteristic “m” of the logo. The challenge was not to redesign from scratch, but to organize, prioritize, and strengthen the existing identity to more clearly express its solidity, scale, and corporate maturity.
Strategy
The strategy was based on a clear principle: evolve without breaking. The visual assets with the greatest symbolic value were preserved, but formally refined to gain precision, symmetry, and consistency.
The typographic update to Franklin Gothic provided a more contemporary and professional language, aligned with the company's technical positioning. The chromatic adjustment—featuring a deeper blue—provided greater visual weight and institutional presence. Simultaneously, the isotype was modulated to achieve greater harmony and balance within the set, strengthening its ability to function both collectively and autonomously.
Finally, a system of signs derived from the logo itself was developed, allowing for identity building even in the absence of the full brand. In this way, the new CIEMSA consolidates its historical recognition while projecting a more robust, coherent image, prepared for the current challenges of the infrastructure and engineering sector.
