STRATEGY
To evolve UOL's positioning, the starting point was to value its origins and the role the brand plays daily in the lives of millions of people. We then adopted the following purpose: “"Connecting every Brazilian to their universe, informing, entertaining, and making life easier for everyone."”.
We organize your product and brand portfolio to reflect this logic and highlight the breadth of the business. We develop an architecture to ensure that all digital content and service brands have some level of synergy and contribute value to the parent brand while also having the necessary flexibility to operate in their respective areas.
Faced with global competitors, UOL differentiates itself from other digital content and service platforms by understanding and representing Brazilians so well on the internet, with all their unique characteristics.
CREATION
The revitalization of the brand and its visual universe needed to address four premises:
• Preserve its recognition;
• Improve your performance at all touchpoints, especially digital ones;
• Having a more flexible visual system that accommodates its breadth of activity and portfolio and
• To convey more personality, rejuvenating your image.
From this, in co-creation with UOL's marketing and design teams, we evolved and simplified the symbol, which represents the brand's online universe (digital content and services), preserving the original shades of yellow, orange, and red and adding more vibrancy. Furthermore, we removed the black outlines that created noise and hindered performance. In the logo, we brought more personality with the lowercase and connected letters. A highlight is the circularity of the letter "O," which interacts with the brand and can even incorporate images.
To reinforce the online presence, the brand and its visual and verbal universe encompass diverse content, interact with contexts, and express distinct themes. We value the design of UOL's proprietary typography, and the images and verbal universe reinforce its credibility, while also highlighting that UOL is proud to be a truly Brazilian brand.
