USD Impermeabilização — Brand Identity Design
Design: Raphael Thalles
Role: Logo Design, Brand Identity, Visual System
Responsibilities: Logo construction, colour palette, typography system, brand guidelines, clearspace definition, mockup application
Scope: Full brand identity from scratch — Dublin, 2025
USD Impermeabilização is a Brazilian waterproofing company building its presence in a market where most competitors look identical: generic logos, no visual consistency, nothing that communicates trust or professionalism. The brief was to create a brand identity from scratch that would position USD differently from day one.
Waterproofing is a technical, low-glamour sector. The visual challenge was making a service brand feel solid and credible without looking corporate or cold. The logo needed to carry weight on a work vehicle, on a uniform, and on a digital profile equally well. It also needed a symbol strong enough to work alone, without the wordmark.
The symbol was built around a water drop integrated into the letter U, the first letter of the brand name and the most direct visual reference to the core service. A geometric construction approach was used to ensure the proportions held across all sizes. The colour system anchors on a deep navy blue, communicating reliability and professionalism, with a dark red accent that adds character without competing with the primary mark. Impact and Franklin Gothic were chosen as the typographic pairing: both carry industrial weight and read clearly at distance, which matters on signage and vehicles.
The final brand system covers horizontal and vertical logo configurations, full colour and monochrome variants, incorrect usage guidelines, clearspace rules, and applied mockups across uniform, cap and vehicle. Every decision was documented in a brand guidelines document built to be handed off and used consistently without a designer in the room.