Barking up the right tree

Amorim is a family-owned business in Portugal which was founded in 1870 to produce cork. Since then the company has moved into other markets and now has finance, real estate and property development, hotels and services and telecommunications interests, and a turnover of 51m.

Landor Associates was brought in to revamp its corporate image, deemed to no longer reflect its current business interests. The consultancy looked to Amorim’s heritage, the natural qualities of cork, and the company’s success in diversifying into investments and other business areas, says a Landor spokeswoman.

Landor London managing director Adrian Day adds: ‘In over a century of existence Amorim has evolved and grown into a global multi-service company. As its ambitions have grown, so has the need to project itself into new and existing markets in a consistent and confident way.’

The new hand-drawn identity is intended to depict a loosely drawn tree to convey environmental harmony, natural forces and confidence in business. The specially created typeface appears in dark green.

An Amorim spokesman says of the new identity: ‘The impact and the constant presence of the new symbol will enable a better fit of the corporate image to Amorim’s position and reality.’

Design: Landor Associates

Client: Amorim