União is a Brazilian sugar brand whose visual identity has evolved through several distinct phases, most notably a 2014 redesign that replaced a logo created by renowned designer Aloísio Magalhães. The brand, which celebrated its 105th anniversary in 2014, has used its logo updates to signal a more contemporary and approachable positioning.
Design and History
The most significant documented change to the União logo occurred in November 2014, when the brand introduced a new visual identity as part of its 105th anniversary celebration. The previous logo, created by designer Aloísio Magalhães in the 1980s, was replaced by a new design from the Narita Design studio. The primary change was typographic: the wordmark shifted from uppercase letters to lowercase, a move intended to convey simplicity and a contemporary profile for the brand. The redesign was accompanied by three commemorative limited-edition packaging designs and a new advertising campaign. [1] [2]
Magalhães, a pivotal figure in Brazilian graphic design, had earlier contributed to the União brand through packaging work as well. His portfolio for the brand included the white packaging that replaced an earlier kraft paper design, alongside logos for Embratur, Banco Central, Unibanco, Furnas and Light. [3]
Meaning and Symbolism
The 2014 redesign was explicitly framed around the idea of simplicity. According to the brand’s communications at the time, the lowercase lettering was chosen to represent simplicity and a contemporary profile, aligning the mark with a younger, more accessible brand personality. The change was described as subtle, preserving the overall recognition of the logo while updating its tone. [4] [2]
Typography and Design
The most concrete documented design change in the União logo’s history is the typographic shift from uppercase to lowercase letters in 2014. The earlier Magalhães-era logo used all-caps lettering, which was described as more formal or “sisudo” (stern) in contrast to the newer, friendlier lowercase treatment. The Narita Design studio was responsible for the new wordmark. [1] [4]
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