USD Impermeabilização · Brand Identity · Logo Design · Dublin, 2025
USD Impermeabilização — Brand Identity for a Technical Services Company
Role: Brand Identity Designer
Type: Logo Design · Visual System · Brand Guidelines
Tools: Adobe Illustrator
Year: 2025
The challenge
Waterproofing is a technical, low-glamour sector. Most competitors operate with generic logos, inconsistent visuals and nothing that communicates professionalism or trust. USD Impermeabilização was entering the market from scratch and needed a brand identity that would immediately separate them from that noise.
The brief had a specific technical constraint: the logo needed to work simultaneously on a work vehicle, a uniform and a digital profile — at vastly different scales and contexts — without losing legibility or character. The symbol had to be strong enough to stand alone, without the wordmark.
Design decisions
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 ensured the proportions held at every scale, from a truck door to a business card.
The colour system anchors on deep navy blue — communicating reliability and professionalism in a sector where trust is the primary purchase driver — 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 system
The final brand system covers horizontal and vertical logo configurations, full colour and monochrome variants, incorrect usage guidelines, clearspace rules — and applied mockups across the three contexts the brief demanded: uniform, cap and vehicle.
Deliverable
Every decision was documented in a brand guidelines document built to be handed off and used consistently — without a designer in the room. The system was designed to scale: new team members, new vehicles, new marketing materials, all consistent from day one.
