Client:
Mercado Libre
Country:
Latin America
Task:
Branding, Brand Consulting
The Challenge: Disconnected Brand Ecosystem and Outdated Identity
The primary challenge was twofold:
First, to resolve a dysfunctional brand ecosystem where different sub-brands (like Mercado Libre, Mercado Pago, etc.) operated with disconnected visual languages and identities, lacking organizational cohesion.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Second, to update and refresh the image of the parent brand, Mercado Libre, whose old, visually complex logo was outdated and ineffective for modern digital applications, necessitating a simple yet powerful design.
The Solution: Strategic Brand Architecture and Simplified Design
Our solution involved two key actions: First, planning a new, structured brand architecture that would provide cohesion, strengthening each sub-brand while reinforcing the unity of the parent group. Second, a complete visual redesign that simplified the core elements—the iconic "handshake," the oval, and the signature colors—to maintain instant recognition. We redesigned the isologotype using a clean, pregnant style and a modern sans-serif typography, making it lighter and more effective for digital use.
The Results: Cohesive, Modern, and Balanced Identity
The project successfully delivered a new, solid brand system that unified the entire Mercado Libre group under a streamlined structure. The updated identity achieved a perfect balance between reliability, long-standing trajectory, and a vibrant, modern feel. The result is a simple, clear, and trustworthy look, complete with a comprehensive brand manual to ensure the consistent and impactful application of the refreshed image across the now-cohesive ecosystem
