Identity for ‘El Rayo’ (eng. thunderbolt), a small chain of department stores in Costa Rica.

‘El Rayo’ started in the 2000s and never had an identity per se apart from a number of logos applied unsystematically across different assets. As the business evolved the company wanted to step into a modern digital era, building the identity out of what everyone knows as: ‘El Rayo. The one that sells at the cheapest price’. The owner came in with a sketch of how he envisioned the new look...

Brand identity for Almacen El Rayo, old logo on a facade and storefront Brand identity for Almacen El Rayo, different versions of old logo Brand identity for Almacen El Rayo, new logo, sketched by the client

We took the client’s sketch (shown above) and reinterpreted the idea of a thunderbolt superimposed over the letter A in a more subtle way. Following the same idea of displacement that mimics the movement of lightning, we introduced a new symbol, a corporate typeface, a set of icons, and some patterns that form a cohesive identity system ↓

Brand identity for Almacen El Rayo, new logo idea Brand identity for Almacen El Rayo, new logo color palette Brand identity for Almacen El Rayo, symbol construction Brand identity for Almacen El Rayo, new symbol Brand identity for Almacen El Rayo, business cards and letterhead Brand identity for Almacen El Rayo, envelopes Brand identity for Almacen El Rayo, customized corporate typeface Brand identity for Almacen El Rayo, banners Brand identity for Almacen El Rayo, store sections Brand identity for Almacen El Rayo, corporate icons construction Brand identity for Almacen El Rayo, corporate icons set Brand identity for Almacen El Rayo, shelves and pattern Brand identity for Almacen El Rayo, corporate pattern varsion 01 Brand identity for Almacen El Rayo, corporate pattern, version 02 Brand identity for Almacen El Rayo, ad billboard Brand identity for Almacen El Rayo, tshirt back Brand identity for Almacen El Rayo, tshirt front Brand identity for Almacen El Rayo, promo posters Brand identity for Almacen El Rayo, ad billboard Brand identity for Almacen El Rayo, prica tag, signage Brand identity for Almacen El Rayo, store wayfinding, navigation Brand identity for Almacen El Rayo, wrapping paper with icon pattern Brand identity for Almacen El Rayo, package with wrapped in icon pattern with a card Brand identity for Almacen El Rayo, paper shopping bags Brand identity for Almacen El Rayo, facebook page, avatar, cover and post Brand identity for Almacen El Rayo, corporate vehicle wrap, livery Brand identity for Almacen El Rayo, corporate vehicle wrap, livery Brand identity for Almacen El Rayo, promo posters on the wall Brand identity for Almacen El Rayo, storefront Brand identity for Almacen El Rayo, storefront neon sign