Pensato

Pensato, a Brasilian client of mine, came to me looking for a way to build an identity which was less rigid than the average tech company, but still stood strong. The name of the company itself doesn’t exist in Portuguese (pensato mean “thought” in Italian), however the Latin roots makes it easy to recognize.

I kept thinking of the “eureka moment” where a person has an idea and the lingering question mark floating above one’s head is exchanged for a lightbulb (the great idea). Both the question mark and traditional lightbulb shared a shape remarkably similar to the first letter of the company—the “P.” Originally, I had the idea of taking the official green colors from both the Italian and Brasilian national flags, mixing them together in order to have a “Pensato” green, but they argued that green was overused/abused in a lot of the Brasilian media, so the green was dropped.

Work completed: June 2003
Tagged as: identity, logo, web