A new global brand

SM’s cultural and educational project turned 80 in 2017. It’s split into two completely integrated areas: the publishing department, focused on developing educational content and services, and SM Foundation’s social work, which aims to improve the quality of education in the most disadvantaged areas of society.
SM is now one of the most relevant publishing groups in every country it operates (Argentina, Brazil, Chile, Colombia, Spain, Mexico, Peru, Puerto Rico and Dominican Republic), and it keeps growing every year. Megalo’s been a part of this journey since 2008 and took on the challenge to renovate the company’s brand.

CHALLENGE

SM is going through an evolution and transformation process on the way it does business in order to adapt to the new publishing market. Much more than publishing educational content, SM is working towards becoming an educational services company that offers schools front to back solutions.
Part of this new strategy was to refresh the company’s logo. The goal was to create a symbol that kept SM’s legacy and, at the same time, represent its ambitions for the future.

RESULT

Along with the company’s directive body in Spain, Chile, Mexico and Brazil we identified their brand perception and the group’s endeavors for the future in order to translate those concepts visually. Supported by their design team in Madrid we developed a new logo that favors movement and dynamism while keeping the brand’s key assets (a square and the color red).
This project also required the development of the visual identity and a visual language manual that will be the reference when using the new SM brand.