EXPANDING THE LANGUAGE

The 50th anniversary became an opportunity to strengthen the expressive territory by creating a commemorative language built from existing brand assets and expanded through new guidelines, color palette, typography, shapes and graphic elements.
We defined four pillars that represent the firm’s essence and guided the creative concept that inspires the 50-year celebration and gives meaning to all initiatives throughout 2022: Transformation is possible.

1. EXTRAORDINARY PEOPLE
People who make the impossible happen — not by magic, but through hard work, dedication and commitment.

2. ATTRACTION TO CHALLENGES
Learning and building knowledge continuously. Finding possible paths challenges our intelligence.

3. OPENING PATHS
Everyone has talent. People seek freedom of choice and the ability to build how they want to live. They want to dream, be happy and deserve opportunities to shine.

4. THE JOY OF LIVING TOGETHER
Collective spirit, inclusion and pride of belonging. Everything that makes us want to celebrate together.

MACHADO MEYER INSTITUTE

For many years, the firm has invested in social responsibility initiatives, social investment and incentive laws. The Machado Meyer Institute reinforces this purpose by amplifying the social impact of everything done in this field.

As an expansion of the 50-year celebration, we developed the identity for the Machado Meyer Institute, created to generate value for society by fostering impactful ideas in Education, Law and the culture of giving. To support this, we expanded the graphic assets of the language with new illustrations and a new color palette that represents the institution.