Embratel, formally Empresa Brasileira de Telecomunicações, was a Brazilian telecommunications brand founded in 1965 and headquartered in Rio de Janeiro. For decades it operated as the country’s primary provider of long-distance and international calling services. In 2015, the company was incorporated into Claro, with Embratel continuing as a brand focused on corporate and enterprise solutions. In April 2025, Claro announced the retirement of the Embratel brand, with its services consolidated under the Claro empresas name. [1]
Design and History
In April 2007, Embratel adopted a new visual identity across all its areas of operation. The company decided to reorganize its brand portfolio and unify its graphic identity to create greater synergy in its corporate communications. The new corporate standard was implemented in partnership with GAD’ Branding & Design, which developed the brand’s application types, including environments, facades, kiosks and banners. [2]
The 2007 identity remained in use for nearly two decades. In April 2025, Claro announced that the Embratel brand would be discontinued, with its enterprise services moving under the Claro empresas name. The move was described as consolidating the group’s operations in the corporate segment, uniting services for small, medium and large businesses under a single brand. [1]
Meaning and Symbolism
The 2007 Embratel wordmark was built around the brand name itself, with the lettering serving as the central element of the identity. The redesign was part of a broader effort to unify the company’s graphic identity across its various business areas, rather than an attempt to introduce a new symbolic mark. [2]
Typography and Design
Documentation of the 2007 redesign confirms the involvement of GAD’ Branding & Design in developing the application types for the new corporate standard, including environments, facades, kiosks and banners. [2] Specific details about the typeface used in the wordmark have not been publicly documented in the available sources.
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