The House of Representatives is the Legislative Power representative, which is considered the most democratic of all powers. A governmental organization that has democracy as its fundamental basis, demands to have a brand that dialogues well with citizens and is understood by different audience. However, the coat of arms of the Federal District’s flag was its main identity element and its design was too complex to play a role as a logo. The institution needed to communicate its purpose more clearly in order to get closer to the people. Then, it was necessary to redesign the House’s logo and develop a strong and consistent identity, that express the significance of this institution to the Federal District.
CLIENTE Câmara Legislativa do Distrito Federal
2013
2013
Inicialmente, foi feito um mergulho no universo da instituição, para entender melhor o seu papel na sociedade, a sua visão, missão e valores. A partir do diagnóstico realizado, foi feito um cruzamento das informações para desenvolvimento da estratégia da marca e para que a essência da Câmara fosse revelada.
Após a definição do seu posicionamento e principais atributos, foram então criadas três propostas de marca, alinhadas com a essência da instituição. As marcas foram colocadas para votação popular, um processo de escolha democrático, que refletiu os ideais da Câmara. A marca escolhida passou a representar a alvorada de um novo tempo para a instituição, que passou a comunicar seus valores à população por meio do conceito: “Estamos sempre de portas abertas”.
Initially, it was made a dive into the universe of the House of Representatives to better understand their role in the society, your vision, mission and values. From this diagnosis, the information was cross checked for the development of the brand strategy and so that the House’s essence was revealed.
After the definition of its positioning and main attributes, three brand proposals were created, aligned with the institution’s essence. The brands were put to public vote, a democratic selection process that reflected the House of Representatives’ ideals. The chosen one began to represent the dawn of a new time for the institution, which began to communicate their values to the people through the following concept: “We are always open doors”.
A nova marca possui um símbolo que teve seu desenho inspirado nos atributos estratégicos e também na arquitetura de Brasília. Além disso, ele se dispõe de forma aberta, reforçando a ideia de ser uma instituição acolhedora e acessível. Uma marca simples, forte e cheia de significado. A Câmara Legislativa do Distrito Federal passou a apresentar uma identidade de marca consistente, fortalecendo sua imagem junto a outros órgãos e à população. A linguagem criada comunica com mais clareza o que a entidade representa. Como resultado, pode-se destacar a valorização de sua imagem e de suas ações.
The new logo has a symbol that was designed inspired in the strategic attributes and also in the Brasília’s architecture. Besides that, it is displayed in an open shape, reinforcing the idea of being an accessible and welcoming institution. A simple and strong brand, full of meaning. The House of Representatives of the Federal District began to show a consistent brand identity, strengthening its image towards other institutions and the people. The developed language communicates more clearly what the House represents. As a result, it’s possible to highlight the enhancement of its image and actions.
