Multilaser, the Brazilian consumer electronics manufacturer founded in 1987, underwent a major rebranding in July 2022, shortening its name to Multi and introducing a new logomarca. The company, which began in the personal computer and laser printer market, announced the change to reinforce its Brazilian origin and the breadth of its portfolio, which includes more than 5,000 products ranging from tablets and smartphones to electric motorcycles.[1]
Design and History
The 2022 rebranding introduced a new logo featuring a curved, uppercase “M” that also serves as the brand icon. Leo Saito, Director of Creation at Multi, explained the design rationale: “The curves of the letter M, which will be the brand icon, reinforce connections and allude to a unique and memorable handshake. The rounded corners invite and bring the consumer closer in a modern and human way. And the spaced letters build the lightness that the company seeks to communicate.”[2]
The new logomarca was described by the company as “inspired by technology, variety and simplicity,” reflecting brand attributes of being democratic, connected, human and relaxed.[3] The rebranding project was developed with the consulting firm In Brand, the agency Soko, and the company’s in-house team.[4]
This was not the first visual identity change for the company. In December 2011, Multilaser adopted a new logomarca featuring a stylized “M” followed by the company name, along with the slogan “Tecnologia e Transformação” (Technology and Transformation). The 2011 identity was defined after intensive branding research and was intended to facilitate recognition of the company’s products.[5]
The 2022 campaign, with an estimated investment of R$ 100 million, was scheduled to launch in the second half of August 2022, with new packaging and branding appearing on products gradually through the end of the following year.[1]
Meaning and Symbolism
According to the company’s official statements, the curved letter “M” in the new logo symbolizes connections and evokes a unique, memorable handshake. The rounded corners were designed to convey a modern and human approach, while the letter spacing was intended to communicate lightness.[2] The rebranding also included a sound logo applied to technology product lines such as notebooks, smartphones and tablets.[6]
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