Casas Bahia is a Brazilian retail chain specializing in furniture and home appliances, founded in 1952 in São Paulo by Samuel Klein.[1] The company’s visual identity underwent a significant transformation in 2020, replacing a mark that had been in use since 1999 with a new logo centered on the letter “B.”[1]
Design and History
From 1999 until 2020, the Casas Bahia logo consisted of red and blue color bars paired with the company name in text.[1] The previous identity also featured a blue rounded box with a red stripe at the top, a format that had remained essentially unchanged since the 1990s.[2]
In June 2020, the company updated its logo for the first time in 22 years. The new mark first appeared in the Casas Bahia mobile app on June 21, 2020, with a full rollout across other media beginning July 24 of that year.[1] The redesign was developed in a Design Sprint format led by the innovation design group Croma, with a team of professionals from Via Varejo (the company that administered Casas Bahia at the time) and the advertising agency Y&R.[3]
The new logo gives prominence to the letter “B” as the main element of communication, with the characteristic red stripe retained above the letterform.[4] The blue rounded box that previously grouped the elements was set aside in favor of the standalone “B.”[4] Below the “B,” the full name appears in uppercase, with “Casas” set in bold while “Bahia” appears in a lighter typeface.[1] According to the company, the design is simple, timeless, and flexible across all media and formats, particularly digital.[3]
The rebranding accompanied a broader repositioning of the Casas Bahia brand announced in July 2020, with the campaign motto “Nossa casa é o Brasil. Nossa causa é o brasileiro” (“Our home is Brazil. Our cause is the Brazilian”).[5] The new visual identity was aligned with a digital transformation underway at the company since 2019.[5]
Meaning and Symbolism
The “B” in the new logo represents both “Bahia” and “Brasil” (Brazil), serving as an important element of the brand’s communication and representing the entire brand universe in a simple and striking way.[3] The red stripe, a characteristic element carried over from the previous identity, was preserved in the new design.[4]
In 2023, the parent company formerly known as Via changed its corporate name to Grupo Casas Bahia, refocusing on its main brand and resuming the historical slogan “Dedicação total a você” (“Total dedication to you”).[6] This change affected the corporate identity and naming of the holding company rather than the consumer-facing Casas Bahia logo itself.
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