O Leonel
2022
Client
Business focused on construction materials and goods transportation.
The Challenge
Leonel is a brand operating at the intersection of construction and logistics, with a long-standing presence in its field. The challenge was to modernize its visual identity without losing the essence of the original logo, ensuring that the brand would feel contemporary while remaining faithful to its heritage.
The challenge was to create a symbol that could embody both the solidity of the construction sector and the dynamism of freight transport, positioning Leonel with a renewed image that communicates strength, movement, and reliability.
Logo Concept
The visual identity of Leonel centers on a streamlined and versatile symbol: a sphere that embodies the letter “O,” simplifying the brand’s written form. Inside this sphere, a bold “L” emerges, constructed with shapes inspired by building materials – a direct reference to the company’s foundation in construction.
The logotype itself incorporates subtle cuts within certain letters, evoking speed, flow, and momentum, aligning with Leonel’s role in goods transportation.
The result is a logo that balances stability with movement, tradition with innovation — a mark that is modern, functional, and instantly recognizable across all applications.
Building trust, moving forward.
