Case Study
IGLO
A full rebrand built around one constraint: keep the road. Here's where it ended up.
Client
I.G.LO. s.r.l.
Year
2025–2026
Type
Logo redesign · Brand system · Guidelines
Role
Freelance Brand Designer
Deliverables
Logo system · Colour palette · Usage guidelines · Print applications
The starting point
This project started with a simple request: update the logo of IGLO S.r.l., a company that has been managing real estate assets, condominiums, and large residential complexes across Italy for over a decade. But a logo doesn't live only in a presentation. It lives on a website, on a sign, at small scale, in negative, in print, on screen. That's why the work quickly moved from an aesthetic question to a more concrete one: not just how to make it look more modern, but how to make it work better.
IGLO had a visual identity that consisted almost entirely of its logo. A mark that had built recognition over time, but that could no longer keep up with the range of contexts a brand needs to be present in today. No defined colour palette, no typographic system, no usage guidelines. The original logo did contain something valuable: the road — a direct reference to the brand's payoff and an element the client was understandably attached to.
The process
I worked within that constraint, looking to update the visual language without breaking the connection to the existing identity. A concrete problem emerged: keeping the road inside the 'I' worked as an idea, but not always as a solution. At small sizes, the detail lost legibility, contrast became fragile, and the mark stopped functioning in smaller formats.
I proposed a more substantial rework, explaining to the client why a solution that appeared more faithful to the original wasn't necessarily the most effective one. By moving the road from the 'I' to the 'O', that letter took on an additional layer of meaning: an arch, a tunnel, a threshold into IGLO. The road no longer decorates the logo — it passes through it.
The visual system
Around the mark, I built the brand's first complete identity system. For typography I chose Area Normal, a contemporary geometric sans that supports the mark without competing with it. The palette is made up of five colours: the blues from deep navy to teal ensure continuity with existing brand recognition; an off-white for light-background applications; a sage green as a secondary accent toward a more institutional register.
A good redesign doesn't erase what already exists — it reinterprets it. It keeps what makes sense to keep, and steps in where form no longer serves function well enough."