Jipelândia — Rebrand
Jipelândia de Carlos Santos: Redefining a Brand’s Identity
When I was approached to rebrand Jipelândia, a workshop dedicated to restoring old Land Rovers, I recognized the need to move beyond the existing logo, which had served its purpose but lacked a lasting impact. The original design, while functional, didn’t fully capture the rugged, adventurous spirit that defines both the workshop and the vehicles they specialize in. It was time to create a brand identity that truly resonated with Jipelândia’s mission and clientele.
In reimagining the logo, the challenge was to craft something that not only looked modern but also felt as durable and iconic as the Land Rovers themselves. The redesign began with a focus on simplicity and symbolism. The name “Jipelândia” was central, but I wanted to embed a deeper meaning into the logo. The acute accent over the ‘A’ was transformed into a triangle, representing a mountain—a universal symbol of endurance, challenge, and adventure. This subtle yet powerful change gave the logo a sense of purpose and connection to the off-road world.
The color scheme was another key aspect of the rebrand. Moving away from generic tones, I introduced a palette inspired by the environments where these Land Rovers thrive: rich greens for vegetation, earthy browns for dirt, and warm, sandy hues. These colors not only make the brand more visually striking but also create a tangible link to the natural landscapes that are integral to Jipelândia’s identity.
This rebranding effort was about more than just updating a logo—it was about capturing the essence of what Jipelândia stands for: a dedication to bringing old Land Rovers back to life and readying them for new adventures. The result is a brand identity that is as bold and resilient as the vehicles it represents, ensuring that Jipelândia’s image is as enduring as the Land Rovers themselves.
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