Before
After
THE EMBRAER BRAND NAME IS REGARDED AS ONE OF THE Company’s most valuable assets. According to a study conducted by research firm BrandAnalytics, the Embraer brand was worth about US$ 344 million in 2006, up 46% from the previous year. In an article called “The Era of Brands”, published in the May 16, 2007, issue of Brazil’s Isto É Dinheiro magazine, the brand holds a 5% share of the Company’s market value.
Ranking among Brazil’s top exporters for eight years, and in first place for three consecutive years (1999, 2000 and 2001), the Company brings foreign reserves into the country and recognition for Brazilian industries. “Embraer’s logo, recognized and respected around the world and always associated with high performing and reliable products, is the fruit of the work and dedication of generations of employees throughout nearly four decades and one of our most important assets,” said Frederico Fleury Curado, Embraer’s President and CEO. “Its modernization results from detailed studies, preserving its visual identity and positively contributing to the solid growth of the Company’s image.”
The change preserves the essence of the traditional logo, while highlighting the Embraer brand name by providing a more harmonious balance between the name - on the right - and the “E” symbol (stylized as a bird silhouette) - on the left. As opposed to its original layout, the Embraer brand name will double in size, while the dimensions of the stylized “E” symbol will remain unchanged. The logo was created in 1969 by artist José Maria Ramis Melquizo, who was a service provider for the newly-founded Embraer.
After studies conducted by the Promotional Marketing area, the Company decided to adjust the proportions of its current logo, in order to make it more visually effective, without losing its basic characteristics, thus preserving its image, its history and the market’s recognition of its graphic representation.
The project for altering the proportions of the logo came up with six proposals, which were submitted to the Management, presenting different proportions between the logotype and the symbol, varying from 3⁄4 (logotype height 3⁄4 of the height of the symbol) to 1⁄3 (logotype height 1⁄3 of the height of the symbol). The variations sought a proportion that provided the best visibility of the logotype, without causing significant loss of visibility of the symbol.
Based on these studies, the Management selected a logo in which the Embraer brand name is 50% larger than the symbol, representing a considerable gain in visibility for the logotype, with no significant loss of visibility of the symbol, making for a more harmonious Embraer logo, while maintaining its strong image. Normally, there are two options for a company to modernize its logo. It may modify the logo and change the company’s perceived image by breaking away from its former image. Or, if the company determines there are no brand perception problems, it may gradually adapt the logo to enhance its visual impact, over the course of time, without straying from its logotype, while seeking to maintain its already-established brand image.
“The Embraer brand name is known in aviation markets around the world, presenting the values of one of the most respected companies in its industry. For this reason, the Company decided that the best solution was to maintain the current logo and merely adapt it to enhance its brand appeal. After all, this is a strong, credible brand that conveys a traditional market identity. We improved the visual impact and reinforced the Company’s logo on all promotional materials and places where the logo is shown,” said Adilson Nascimento, Embraer’s Manager of Promotion, Publicity and Branding. The launch of the improved logo took place on August 19, during Embraer’s anniversary week.
