Case Study - Brand Development

Makro Office: a trusted B2B partner

Summary

Makro Office is a company that started selling standard office supplies in 1995, and gradually evolved to offer a wide range of services nested into three pillars: I.T infrastructure, support, and Cloud development for companies operating on the fields of finance, food, advertising, pharmaceutical and education.

The red color resembles the company's passion to provide an outstanding service. It also resembles a balance between tradition and modernity to differentiate itself in the market, where most tech-related brands tend to be more inclined towards a cold palette.

Instead of "reinventing the wheel" we decided to focus on enhancing the existing logotype in serif font, since it already conveyed the company's values and identity, and also to match the current business objectives.

The logo

The slider shows the old version of the logo on the left, while the revamp is shown on the right.

A screenshot describing the structure of the new logo.
New Logo Structure.

Typography

The company has always used a serif font for the logotype, which conveys tradition and authority. We decided to keep this font style since it features lower contrast between thick and thin strokes, and after adjusting the kerning and proportions we managed to create a more modern and elegant look which enhances the company's current values and vision.

It was also decided to keep the 'old timer' Century Gothic font for printed media, since it is a geometric sans-serif typeface that conveys modernity and trust. Besides, is widely available across operating systems and common text-processing software.

For body text on digital media, we decided to use Muli, a minimalist sans-serif typeface similar to the Century Gothic that is easy to read on screens.

A screenshot of the new typography for the Makro Office logo using Lora Serif, and body text which has two variations: Century Gothic and Muli.
New Typography. Lora Serif for titles and logo. Century Gothic for printed media and Muli for body text on digital media..

Colors

A Screenshot of the color palette ranging in the following order: red, dark, shades of grey, and yellow.
Color Palette.

Graphic elements

A Screenshot of the color palette ranging in the following order: red, dark, shades of grey, and yellow.
Graphic Elements.

Applications

Vehicles, spaces, printed media, illustrations, and digital platforms