Planifer is a giant in the Brazilian machining market and one of the main suppliers to EMBRAER (Empresa Brasileira de Aeronáutica). With 36 years of history and a very clear mission, it aims to deliver absolute excellence in precision machining and assemblies.

Despite the apparent need for change, its visual identity retained some characteristics that resonated with the company’s aesthetic DNA. Primarily in its typography—but not only there—it’s evident how much brutalism influenced its design to create a more industrial language. Honoring this historical aspect while offering a more contemporary interpretation aligned with the company’s values, we crafted every detail precisely.

Redesigning every angle of its logotype was as challenging as creating an entirely new symbol for the brand’s aesthetic, but let’s start with the typography. Ignoring all that personality would have been irresponsible. Each letter opened up a range of possibilities, and every angle required a new test to find its balance. To guide these design decisions, I developed a typographic proportion system with very precise rules, as you’ll see below. As for its new symbol, it is a classic, almost literal representation of the machining process: movement, rotation, and precision.

As a result of these efforts, we created a flexible and dynamic visual system. It simultaneously honors the company’s past while ushering in a completely new chapter in its history. A new way to communicate the same essence: excellence that leads to precision and precision that transforms.