BDMG – Identity and Signage : Hardy Design – Estúdio de Design e Branding

BDMG – Identity and Signage

11th Brazilian Graphic Design Biennial Official Selection (2015)
Gold category winner at the 4th Minas Communication Awards (2015)

Rebranding, brandbook, environmental design, and signage for BDMG (Minas Gerais State Development Bank) and its cultural institute, BDMG Cultural.

The bank celebrated its 50th anniversary by promoting a robust business repositioning, which altered significantly its overall structure. The rebranding was designed in line with this transition towards a new moment for the institution.

The rebranding involved research, workshops, as well as a long maturing process and engagement with the client’s team.

The strategic change involved a new target audience: small business owners. Therefore, the institution needed to position itself closer to this niche.

The graphic result celebrates, in the brand’s logo, the bank’s partnership with these small business owners, through the representation of an arrow-shaped double-sided ribbon pointing towards the future. The icon’s counterform resembles the triangle in Minas Gerais’s flag, and its outer structure forms a capital D, semiotically connecting the bank to the state’s development.

Among this project’s developments is a brandbook, as well as the bank’s headquarters wayfinding and visual communication, which explore the triangle iconography in various ways, bringing BDMG’s new moment in the corporate environment.

BDMG Cultural is a branch of the institution that finances and promotes a variety of cultural projects. The graphic development includes a massive group of illustrative and compositional elements, allowing for multiple applications that display the many featured projects with visual coherence. For these materials, there is more flexibility and a wider range of graphism, illustration, and color possibilities.

Creative director: Mariana Hardy
Executive director: Cynthia Massote
Project manager: Marcela Dantés and Mônica Fernadino
Design: Débora Cruz (brand identity), Gustavo Magno and Renata Polastri (wayfinding and environmental design)
Graphic production: Mirelle Bairral and Gustavo Magno