Cosan is a Brazilian holding company with operations in renewable energy, agribusiness, gas, logistics infrastructure, fuel distribution and lubricants. Its corporate identity has undergone two documented redesigns, both developed by the Brazilian branding agency Ana Couto.
Design and History
Cosan used the same logo from 1936 until 2009, when it commissioned Ana Couto Branding & Design to create a new mark. The 2009 redesign was the first time the company altered its visual identity since 1936, and the new logo was described as using light strokes and colors to reflect the company’s essence, values and mission.[1][2]
In September 2023, Cosan announced a rebranding process developed from strategy to execution by the Ana Couto agency, with a new global positioning. As part of this effort, the company presented a new logo with tones that reference a more digital reality and elements that emphasize movement and energy.[3][4]
Meaning and Symbolism
According to the Ana Couto agency’s case study, the 2023 visual universe evolution brought “more attitude and strength” to the Cosan brand. The logo gained new tones representing a more mature, digital and modern moment, while its elements reinforce movement and energy through graphics that form ascending angles. The agency also stated that the redesign followed a diagnostic showing the brand was perceived as below its potential, leading to a positioning focused on the company’s role as a portfolio manager in Brazil’s highest-competitive sectors.[5]
The rebranding also introduced the tagline “Faz Acontecer” (Make It Happen), which the agency described as a statement defining the business model while calling to action, showing the brand’s strength as an agent of transformation for Brazil.[5]
Typography and Design
The Ana Couto agency’s case study notes that the 2023 logo design focused on ensuring “clarity and cohesion” through its ascending-angle graphics. The agency also described the photographic direction as bringing a heroic and grand scale, with solar light to radiate energy and a proprietary perspective.[5]
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