ANBIMA

New:  Name, logo and visual system

Launched:  October 12, 2009

Story in brief:
This is the merger of Brazil's two financial trade associations...
   ANBID – Associação Nacional dos Bancos de Investimento
   ANDIMA – Associação Nacional do Mercado de Capitais

The new entity, Associação Brasileira dos Mercados Financeiros e de Capitais, has the initials ABMFC -- which is no more possible to pronounce in Portuguese, as an acronym, than it is in English. Solution? Very creative: ignore the initials; merge the previous acronyms (and their equities) to create a new name. What does ANBIMA "mean?" Nothing. It is simply a name. According to consultant Marco Rezende of Caudoro, "After a complex process we got the needed simple name. Thanks to the Namers' gods, it was available."

The design solution is a strong, direct wordmark graced with a monogram-like symbol in Brazilian colors -- the M of "mercado," which can also be seen as the two A's of the heritage associations.

Credits:
Identity counsel and design - Cauduro

First Impressions:
Naming:  Highly unorthodox (to melt two acronyms into an abstract name) but why not? The danger, that it will evoke merely the past, seems slim. It's certainly more appealing than ABFMC.
Design: Nicely balanced letterforms; symbol elegant if a bit spidery. Its permanent effectiveness will (as always) depend heavily on how well the visual system Cauduro has provided is retained, as time passes.
 

Corporate Brand Matrix ratings:  
100% structural,  0% strategic,  0% functional (est.)