Elo is a Brazilian payment technology company and card brand, created in 2011 through a partnership between Banco do Brasil, Bradesco and Caixa Econômica Federal [1]. In May 2024, the company announced the largest brand change in its history, replacing its long-standing fragmented circle mark with a new multicolored infinite line identity [2].
Design and History
Elo’s original logo, used from the brand’s 2011 launch, featured the word “Elo” in a bold sans-serif typeface set inside a solid black circle. The letters “e” and “o” were formed from truncated arcs, with the “o” rendered in yellow and red [3]. Around 2012, the “o” gained a third arc in blue, a change that was intended to convey that Elo had three co-owners [3].
In 2015, the black circle was removed, leaving a cleaner lockup with a three-color emblem of yellow, red and blue arcs to the left of a black wordmark [3]. This fragmented circle in yellow, red and blue remained the central element of Elo’s visual identity until the 2024 rebrand [2].
The 2024 redesign was led by the Brazilian branding agency Ana Couto, with campaign work by AlmapBBDO [2]. The new mark is composed of an infinite line connecting one side to the other, with the word “elo” highlighted in the center [2]. A simplified version of the mark was created for use on cards [2].
Meaning and Symbolism
The rebranding was built on the concept of Elo as a symbol of connection, bridge and bond, reflecting the company’s role in uniting buyers and sellers [4]. Ana Couto described the logo’s extremities as suggesting continuity and linearity, reflecting the idea of bridge and unity [4].
The color palette was expanded with the addition of green, which Elo’s CMO Mel Pedroso said expresses the natural exuberance of the country [2]. Ana Couto noted that the original triad of colors was rearranged in a more organic way, with shades of green added to reinforce the brand’s national identity and bring freshness to its visual appearance [4].
Typography and Design
Ana Couto stated that the typography chosen for the rebrand is Brazilian, robust and flexible, capable of adapting to the brand’s diverse textual and visual demands [4]. The agency also noted that the new logo maintained the original geometry of the previous mark while emphasizing its form as an iconic element of connection [4].
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