Info
Upon reaching its 80th anniversary, SM, a leading educational and cultural group across Ibero-America, began transitioning from a traditional publisher into an end-to-end educational services provider.
To adapt to a rapidly changing publishing market, SM transformed the way it does business. Beyond merely publishing educational content, the company evolved into a comprehensive educational services provider, offering schools end-to-end solutions. A core piece of this strategic shift was the redesign of the company’s logo. The objective was clear: to craft a symbol that honored SM’s rich legacy while boldly representing its future ambitions.
Working closely with the company’s global leadership across Spain, Chile, Mexico, and Brazil, we mapped the brand’s perception and strategic goals to translate these concepts visually. In collaboration with their design team in Madrid, we developed a new logo that introduces movement and dynamism while preserving the brand’s historic equity, the square and the color red.
My role
Creative Direction & Design
Credits
Creative Direction: Samuel Oliveira, Rodrigo Deligi
Brand strategy: Eduardo Bonini
Design: Samuel Oliveira, Paula Fioretti, Mateus Menegatti
Brand strategy: Eduardo Bonini
Design: Samuel Oliveira, Paula Fioretti, Mateus Menegatti
