SONAE – Expanding circles to reach the world

For the 50th anniversary of the international retail group SONAE a new visual identity was sought – one that would also incorporate the recent structural changes within the company. A three-dimensional system of layers was developed to reflect the diversity within the trade group. The result is a flexible, multicoloured brand identity inspired by the idea of metamorphosis. Special graphics software was used to generate different versions of the logo, all of which stand out due to their futuristic appeal and high technical standards. The surprising visual language features three-dimensional circles in various colour spectrums. As a symbol for constant change, this flexible identity represents the group’s ambitious orientation towards the future.