Block
The incredible mutating logo
Agripina Award for Best Branding 2021
Golden Award Muse Creativity Awards 2021 Best Brand Identity
2020 Anuaria Selection Award for Best Product or Service Logo
Agripina Awards 2020 Selection of Best Campaign for Environmental Branding Work
Branding
Logo Design
Corporate Identity
Visual communication
Commercial Material
Web design
If you organize conferences or congresses, shoot a film or series, organize concerts and tours, are responsible for executive production, design shows, or work on events of any kind, Block will have you covered. They have everything you need in terms of lighting, image, and sound. Not only the equipment, but also the knowledge and experience necessary to provide you with first-class advice. They’re very well positioned in their market, but their brand identity doesn’t have the image they’d like or that reflects that position. So they come to see us.
A brand and its logo project what your business is like. Its values are your values. Its image is your image. Its identity is your identity. It’s impossible to separate one from the other.
Adaptability and knowledge – Block is able to cover all your needs and get everything you need. Therefore, Block adapts. Block’s strength is also in the available materials and advice. Therefore, Block knows what it’s talking about. One attribute is emotional, and the other, rational. One attribute is human, and the other, technical. One attribute speaks of adaptability, and the other, of knowledge. So the challenge is to build an identity that is flexible yet conveys experience. That, in turn, will solve many of the common problems with graphic applications.
Change the logo on purpose – Block’s logo doesn’t move, but it takes on different forms. It’s a mutating logo. In each format it adopts, it’s solid and firm, never soft. And, as we said, in a company that handles such diverse materials (from IT solutions to sound and lighting equipment), having a logo that fits each element, each product, and each medium is good for maintaining its brand presence without being intrusive (they rent and assemble, but don’t manufacture).
Above all, this approach is extremely honest about the way they treat their customers and the services they offer. “We adapt to your needs,” they say. So does their logo.
But, as we said, Block’s logo is also firm. That’s the rational attribute that’s part of its brand values and that we can’t ignore or forget. And it’s a logo built with a custom-made font.
All in one – First, we conceptualized and drew a style of lettering that allows us to drastically change its proportions (this was done by Marco, the studio’s Creative Director). Then, we did a preliminary fine-tuning to experiment with the concept of flexibility in different applications (which was handled by Amador, our Design Director; experience is a degree).
And the final touch, the definitive definition, the typographic finesse, was in the hands of Javi, the studio’s designer and typographer. The result is a technical but not cold lettering that always, regardless of its shape, conveys human qualities thanks to its thickness. It is always consistent and compact, but also full of vigor and strength.
Finally, we’ve introduced AV (audio-visual), a well-known and recognizable description of their services in their sector, which functions somewhat as a tagline, within the logo rather than outside (above, below, or to the side) as is usually the case. This way, the logo is inclusive, the logo is welcoming, generous, and sociable. And above all, it contains AV. Because AV is the heart of the brand.
