Visionnaire - New Visual Identity

In celebration of Visionnaire's 30th anniversary, we are updating our visual identity, including the logo. 

Visionnaire has been using the logo considered the current one since 2001, therefore for 25 years. For some time, we had felt that a new design was needed, and we took advantage of the 30th anniversary celebrations to launch the new Visionnaire brand. 

Below is our new logo:

The new logo was created in partnership with Nectus Venture Studios, especially with the help of Flavio Ferrer and Maikel Morais. It was an interesting story, to say the least, and it is explained further below in this post. 

With the new logo, we sought to align with the visual identities of innovative Silicon Valley companies and with global design trends for technology companies. We drew inspiration from the visual identities of companies such as OpenAI, Anthropic, Airbnb, Dropbox, Meta, Nvidia, among others, modernizing our logo in a clear, simple, and direct way. 

We believe this new logo represents what we are experiencing in society at this moment, and what is yet to come. The name Visionnaire appears as if it is rising from a horizon (the arc below) and going beyond the horizon. 

The arc is the first change that stands out. Those who know Visionnaire know that the arc above the company name had been a Visionnaire trademark since its creation 30 years ago. Now, the arc has moved from above the name to below it, preserving the idea of the arc while also conveying the idea of something emerging beyond the horizon. 

The two letters "N", one of them inverted, are also a Visionnaire trademark. Since the company name comes from the French word for "visionary," the inverted N has, since the company's creation, been a way to highlight the different spelling as well. Until now, the inverted N had a different color. From now on, with the new logo, and also in line with the global trends that inspired us, everything is in a single color. 

Another standout aspect of the new logo is the centering of the letters that make up the name VISIONNAIRE around the space between the two "N"s. The logo is centered on the two "N"s, making the letters on the right side wider and more spaced out. This has also appeared as a trend in some logos of companies that have recently modernized their brands, conveying a sense of speed and expansion, which we believe will happen in our sector in the coming years. 

The Slogan or Tagline 

We have always liked using complementary phrases alongside the logo and visual identity, which in marketing may be called a slogan or tagline. Famous phrases such as "Intel - Leap Ahead" and "Apple - Think Different" have gone down in history. In our case, for our new visual identity, we used the phrase "Visionnaire - We guide you beyond the horizon," drawing an analogy to the era we are experiencing with the AI revolution. 

AI is about to enter a phase of exponential growth (if we are not already in that phase). In astronomy, there is a phenomenon called the "Event Horizon," which is the boundary around a black hole where gravity is so intense that nothing can escape, not even light, acting as a "point of no return." Yes, we are about to enter the event horizon, and Visionnaire is the company that can help guide you beyond that horizon. We have already prepared for the AI era, we have already prepared for the age of intelligence, and we can take your company into this new world. "We guide beyond the horizon."

Below, we also present the Visionnaire logo beyond the horizon from another point of view, rising from the planet Earth.

Complementary materials for the new visual identity 

In addition to the logo, the new visual identity includes several complementary materials and color guides, such as applications in other colors, black-and-white applications, and official color codes, which can be seen below.

We also created a Brand Guide (or, in English, a Brand Style Guide), which can be consulted here (PDF file): BSG Visionnaire - Brand Style Guide.

The Visionnaire brand and an interesting story 

The first version of Visionnaire's logo and visual identity was created quickly by the people involved in founding the company at the time (this was 30 years ago). We did not have many ambitions and wanted something quick, but the final product turned out very well and shaped our brand up to the present day. Below is our first logo, from 1996.

In 2000, Visionnaire was growing, received investments from BNDES and Banco Pactual at the time, and was moving to a new headquarters. In the midst of all this transition, we also created a new visual identity, this time with an advertising agency of the period called Visao Publicidade. The team at Visao Publicidade came up with the logo and visual identity that lasted for so many years and became a trademark, which is this one:

The very interesting story is that, back in 2000, Flavio Ferrer was an intern at Visao Publicidade and took part in the team that created Visionnaire's visual identity. Many years later, Sergio and Flavio met again and remembered this event. When the time came for Visionnaire to create this new visual identity, the company hired Flavio's company (Nectus) for the work. This culminated in the new identity we have now, carrying decades of history. 

The new era and the new challenges 

We are entering a new era, the AI era, the age of intelligence, the era of abundance. Visionnaire has always been a company that invests in the future, and this time could be no different. We are ready for this new era; we are ready for the next 30 years! 

Note: For more information and materials about the visual identity, please feel free to contact Visionnaire's marketing department. We will be happy to help you. Here you can find the various ways to contact us: Visionnaire Contacts.