ASP Engineering
Brand redesign and development of a visual identity that accompanies ASP Engenharia's expansion into new areas of environmental engineering.
Customer
ASP Engineering
Categories
Redesign; Branding
Tools
Illustrator; Figma; Photoshop
Year
2023
Context
ASP Engenharia was going through a moment of transformation. In addition to changes in its corporate structure, the company was expanding its operations into new segments of environmental engineering, including Hydrology. This strategic evolution revealed an opportunity to align the brand identity with the company's new positioning, visually translating a broader portfolio and a vision of the future focused on growth, innovation, and sustainability.
Diagnosis of the previous Identity before
ASP's visual identity sought to represent its areas of operation through colors, associating each of them with elements such as water, soil, and vegetation. Despite this concept, the brand ended up communicating an image closer to the technology sector than to environmental engineering, due to the outline language, which is widely used and already saturated in the market.
In addition, the excess of colors made it difficult to immediately identify the company's segment, while the symbol did not have enough strength to function independently of the typographic signature, limiting its application in different contexts.
With the corporate restructuring and the expansion of the service portfolio, the opportunity arose to build a more consistent visual identity, capable of translating the company's maturity, strengthening its positioning, and reflecting its operations in the environmental sector.
The new ASP Identity
The new visual identity was born from the need to translate the evolution of ASP. More than just updating its appearance, the challenge was to build a brand that reflected the business expansion, its multidisciplinary operations, and the maturity acquired over the years.
The entire process was guided by five core concepts: Sustainability, Materiality, Transformation, Connection, and Expansion. These principles guided every decision of the project, from the construction of the symbol to the definition of the visual language.
The new symbol synthesizes the company's activities through shapes inspired by nature. Its elements refer to water, vegetation, and hydrology—an area incorporated into the company's portfolio—while its composition also subtly suggests the figure of a butterfly, reinforcing the idea of transformation and balance between engineering and the environment.
The color palette preserves the recognition built by the previous brand, but has been refined to strengthen this positioning. Green and blue take center stage, highlighting the company's environmental work and providing greater visual unity to the identity.
The typography was also designed to communicate this universe. Its shapes refer to the Greek letters Alpha (α) and Rho (ρ), symbols frequently associated with the exact sciences, bringing the identity closer to the world of engineering without resorting to obvious or literal solutions.
Finally, the three-dimensional treatment adds a perception of matter, volume, and depth—characteristics directly related to the practice of engineering. The gradient amplifies this sensation and strengthens the brand's presence in digital environments and high-quality prints. To ensure technical performance in processes such as silkscreening, embroidery, and monochromatic engraving, a solid-color version was also developed, preserving the legibility and consistency of the identity in any application.
