Brazil’s Globo undertakes brand overhaul | Major Businesses | Business
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Latin American content powerhouse Globo has unveiled its updated brand values, personality and identity guidelines.
globo 10 april 2019
The Brazilian company has evolved as a broadcast and content network; it is part of a group of companies that create, produce and distribute content with the mission of informing, entertaining and contributing to education in Brazil. Globo reaches over 100 million people on a daily basis and on different platforms.

Worldwide, in the past four decades, stories created and produced by Globo were broadcast in more than 175 countries, among telenovelas, series, documentaries and special programmes.

The company also has been awarded 16 International Emmys. Globo is the audience leader in Brazil television with programming including telenovelas, series, sports and news broadcast, and also on the web (Globo’s news, entertainment and sports websites lead their categories according to ComScore).

The exercise of creating the new brand identity involved developing a new visual alphabet for Globo, creating unique insignia that represent the multiple elements of the Globo brand. These, along with the recognisable logo of the masterbrand, focus on the circle - a shape that also underlines the brand’s emphasis on motion and continual change. The rainbow of colours, also an important feature of the brand, are a nod to the Globo’s heritage and represents the diversity, plurality and tolerance as brand values, the company said.

The brand book also combines fluid 3D animation with live motion elements - aligning with Globo’s manifesto of: “Life is in motion, the world is in motion, you are in motion. And Globo is in motion to keep up with life, the world, and you.”

“The launch of our brand book reinforces Globo’s mission as a progressive, inclusive and transparent content provider and network,” said Sergio Valente, director of communications at Globo.

“It not only presents brand values and the conceptual and visual elements of the Globo brand identity, but also provides a unique communication between Globo and the public. All over the world, media brands have gone through a transformation - moving from a collection of channels to behaving and being recognised as a distinct brand. This has been driven in large part by the changing way people consume content - now watching multiple types of media and genres across multiple devices and formats. Globo has been active in evolving its brand with these changes and the launch of Globo’s brand book aims to bring those changes together in a singular place.”

art: globo-10-april-2019