Pronto Light is a Brazilian brand of healthy frozen meals founded by Eduardo Dimand, who began preparing portioned meals after failing to find a suitable option for his own bodybuilding goals. The company later expanded into a delivery service for prepared frozen food in São Paulo. [1] [2]
Design and History
The visual identity for Pronto Light was created by Brazilian designer Pedro Paulino, who graduated in Industrial Design from FAAP and runs the São Paulo studio P/P Studio. [3] The project was published on design platforms in 2015. [3] [4]
According to Paulino, the client wanted an emblem built from the brand’s initials. Because employees and customers commonly referred to the company simply as “Pronto,” the letter P received the greatest emphasis. The designer’s goal was for the emblem to stand alone and be recognized without the full wordmark. [4] [3]
Paulino described merging the letters P and L into a single emblem as the most challenging part of the project, noting that it required more sketches than any other mark in his career. He presented two color developments to the client, and the first option was approved on the first presentation. [3]
Meaning and Symbolism
The identity uses a darker blue alongside orange. Paulino explained that the blue represents the frozen stage of the product, while the orange symbolizes the heating process, describing the concept as “from the freezer to the fire.” [3] [4] The palette was chosen to maintain continuity with the brand’s earlier royal blue and yellow colors while shifting to the blue-orange pairing. [3]
Typography and Design
The wordmark pairs a bold typeface for “PRONTO” with a thin typeface for “LIGHT.” Paulino stated this arrangement follows the look of the old brand, keeping the emphasis on the word PRONTO. [3] He also noted that he researched sporting references, from clothing to food, as well as frozen food and vacuum-packed product references, to merge the food and sport universes in the design. [3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
