Ideograma validated the name Grupo Expansión and set out to graphically capture the dual intent of honoring the original magazine while also communicating independence for the future.
When studying the magazine’s original logo, we discovered that the accent mark on the letter ‘o’ in Expansión could be transformed into an ‘e’ that also represents a clock, turning the accent into a hand that moves across its face—symbolizing the periodicity of a media outlet that chronicles the times and grows as it continues to tell the story. Additionally, the letter was given three-dimensionality, turning it into a spiral of growth.
To fulfill the mission of honoring the original brand, the colors were adjusted: while the magazine’s logo is highlighted against red, with a black accent over white type, the Grupo Expansión logo sits on a black background with white lettering, accompanied by a red ‘e’ that symbolizes the group and pays tribute to its origins.
Ideograma is proud to have been chosen to collaborate with Grupo Expansión on a project that succeeded in recognizing its heritage and captured the potential of what it is today: an omnichannel communications company with multiple business units, capable of adapting to the times and expanding with them.