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Corticeira Amorim marks its 150th anniversary with a rebranding initiative, orientated towards the future

Portugal 9/1/2020

The new logo celebrates the company’s 150 years of history and underlines its firm commitment to the future. Developed by the Atelier Eduardo Aires, the central reference of the new corporate identity is the cork oak tree, represented in a contempor

 

To mark Amorim's 150th anniversary the company decided to renovate its logo, and commissioned the Atelier Eduardo Aires, whose approach forges a bridge between the heritage dimension of the past and Amorim's vision of the future.

With simplicity and elegance, the new corporate image integrates Amorim’s historical heritage, while clearly inaugurating a new chapter. Based on the brand of the parent company, Amorim, that encompasses various activities, a comprehensive visual system has been developed whose consistency enables the brand image to be integrated and articulated across the group’s entire universe.

"Since we are now celebrating our 150th anniversary, we felt that the time had come to update our brand image, with a more contemporary and representative vision of our ambition for the future" explains António Rios de Amorim, CEO of Corticeira Amorim. “We were attracted to Eduardo Aires' proposal, due to its simplicity, and we immediately embraced the pragmatism of this new corporate image. With elegance and sobriety, it condenses our values : longevity, ambition, pride, discretion, attitude, and above all our passion for a material that is as unique and noble as cork”.

 

The “embrace” of cork

Eduardo Aires sums up the rebranding process as follows: “We were looking for a new image that would not only translate Amorim's tremendous value and capital, but would also produce that same value. A renewed, synthesised, effective, symbolic and economic image. An image capable of honouring the past and imagining the future. ”

In addition to its iconicity, the graphic proposal adds a new level of symbolic reading. "The form of the 'O' at the centre of the word “Amorim” represents the embrace of cork around the trunk of the cork tree, and through this gesture the care and attention implied by the production and extraction of this raw material," explains Eduardo Aires “The human dimension, the respect for the terms and conditions of the natural ecosystem, alignment with the global objectives of sustainable development and articulation with the rhythms of the territory are other meanings that are condensed in this form.”

The cork oak tree, the origin of the cork cycle, is a core reference. The idea, explains Eduardo Aires, "was to create a synthesis of the form that would enable the logo to evolve from the pre-existing, mimetic representation of a cork oak tree to a more refined element, renewing a somewhat decorative image, adapting it to the present". The designer also highlights the strong link to sustainability conveyed through the proposal: “The image has the circle as a representative element of the green, circular economy, a value that underlies the exploitation of cork.”

 

From colour to the typographic font

The choice of the institutional colour was largely determined by the chromatic heritage of the pre-existing image. The challenge was to strike a balance between conservation of this historic capital and the convenience of introducing an element of demarcation, also marking this change, in a necessary and sufficient manner, through colour: an image capable of honoring the past and imagining the future.

The tone of the previous identity, captured by the proximity of the greens that identify ecological, biological and organic factors, was replaced by a more comprehensive colour, that combines green and blue hues.

In the context of renewal, special emphasis was placed on typographical issues. The team of designers therefore developed an original font for Amorim: Amorim Serif, in itself representative of the company's identity.

Amorim Serif is the company's typographic font, thereby fulfilling a more institutional and representative role.

It evolves from the typographic form of the previous identity, respecting its classic and serif character. It preserves the necessary conservatism expected from a historic company, reformulated in the light of criteria of adaptability, legibility and contemporaneity. Amorim Sans, which is more functional, is designed in complementarity, in order to guarantee solutions for adaptation to the different supports, formats and communication requirements of the group’s various companies.