The brand had to stop
depending on one face.

The company was growing, but the brand was still the founder's face.

Trusteo is a management advisory firm for small and mid-sized businesses in Ipatinga, Brazil. To keep growing, the brand needed to look like a company and stand on its own, without depending on one person.

Before the design, the personality.

The symbol translates the method: three lines rising together. Trusteo, the client and the method, in the same movement.

Away from the blue that dominates the industry.

Category research showed a consulting market that was almost entirely blue and very much alike. Trusteo took another path:

• The typeface.Lowercase, sans serif, semibold. An existing font adjusted for the brand, with tighter letters and organic shapes: approachable without losing firmness.
• The badge.Rounded corners holding the symbol, a device rarely used among consultancies.
• The colors.Soft gold, graphite gray and warm white. Sophistication without coldness.

The tagline “Além do óbvio.” (Beyond the obvious.) became the company's slogan.

A whole system grew out of the symbol.

The graphics come from the three lines and follow the brand across social media, stationery and the company's materials.

This was a visual identity project. Brand positioning was out of scope, and that was agreed from the start.