Algar Telecom, the Brazilian telecommunications operator founded in 1954 as CTBC (Companhia de Telecomunicações do Brasil Central), underwent a major rebranding in 2013 when it adopted the Algar Telecom name and a new visual identity. In June 2025, the company announced another rebranding, dropping “Telecom” from its name to become simply Algar, with a new logo and communication platform reflecting its expansion beyond telecommunications into IT, IoT and artificial intelligence solutions.[1][2]
Design and History
In September 2013, CTBC announced it would be replaced by the Algar Telecom brand. The change was driven by the company’s expansion beyond the Triângulo Mineiro region into other parts of Brazil, where it already operated under the Algar name. For a transitional period of about six months, materials were signed as “CTBC/Algar Telecom,” with the company fully adopting the Algar Telecom brand in February 2014, when it celebrated its 60th anniversary.[3]
As part of the 2013 rebranding, the identity gained green as its predominant color, described as a differentiating factor in the market. The triangles, which were symbols of the company, were modernized and standardized in their usage. The campaign and new visual identity were created by the advertising agency Fischer.[4][5]
In June 2025, Algar Telecom announced it would become simply Algar. The company stated the change reflected the evolution of its business toward becoming a complete hub of digital solutions, offering technology, IT, IoT and AI services alongside traditional telecom offerings. The rebranding included a new name, a new logo and a renewed communication platform. The transition began nationally in 2025, with special focus on the company’s home region (parts of Minas Gerais, Goiás, Mato Grosso do Sul and São Paulo) starting in December. The holding company also adopted a new identity, becoming Grupo Algar.[1][6]
Algar’s own blog described the new visual identity as “more modern, digital and direct,” reflecting the dynamism of the solutions the company offers.[7]
Meaning and Symbolism
The triangle symbols used in the Algar Telecom identity date back to the CTBC era. During the 2013 rebranding, these triangles, described as symbols of the company, were modernized rather than replaced.[4] The color palette of the earlier CTBC logomark included yellow, green and blue, colors of the Brazilian flag, which were carried over into the Algar Telecom logomark.[8]
In the 2013 identity, green became the predominant color, positioned as a point of differentiation in the Brazilian telecommunications market.[5]
The name Algar itself derives from the initials of the group’s founder, Alexandrino Garcia, and was adopted by the group in 1991 in his honor.[9]
Typography and Design
An academic study of the 2013 rebranding process noted that the company’s logomark placed significant weight on typography, with one interviewee describing the mark as “more of a logotype” where “typography weighs heavily.”[10]
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