An electrical and HVAC contractor.
[ 2023 • Brand Strategy, Graphic Design • Colombia ]
Client •
ING Buenos Aires SAS
Role •
Graphic Designer
Location •
Villavicencio, Meta, Colombia
Sector •
Engineering & Technical Services
Duration •
4 weeks
A logo redesign built to read as more elegant and current, without losing what made the mark recognisable.
Context
ING Buenos Aires works in electrical installations and air conditioning for large companies in Colombia — technical, B2B work, where the existing identity had started to feel dated next to the corporate clients it was pitching to.
Approach
The redesign worked within the existing mark’s core recognition points rather than starting from a blank page — refining proportions, weight, and finish so the identity reads as more contemporary, while keeping the association with the original intact.
Outcome
The result is a more elegant, more current version of an identity that already had brand recognition among its client base — proof that a redesign doesn’t need to discard what’s already working in order to modernise it.
Pages from the ING. Buenos Aires SAS brand manual, 2023.