A 70-year-old paper machinist becoming a biomaterials company
Tangho traces back to M. Pilão & Cia, founded in 1955 in São Paulo's Mooca district, building refiners for the pulp and paper industry. In 2016, Marco Pilão — grandson of the founder — restarted the company around a different raw material: industrial hemp. The rebrand had to carry that inheritance forward while making room for an entirely new story about natural fibre, genetics and renewable supply chains.
Understanding the mark and its context.
Before designing anything, the process starts understanding the existing mark, its voice, purpose, its mission, how it wants to be perceived.
Informative, conscious, innovative, visionary, serious and provocative.
Transformation, knowledge, visionary, challenger, pro-active.
One idea to hold mission, vision and product together
Mission
Transform natural fibres with a positive carbon footprint into competitive, high-performance products.
Vision
Become a reference in applying biomass to high-performance materials by 2030.
Values
Trust in science and technology, valuing people, commitment to sustainability, and open innovation.
Original Logo Design Analysis
The old version of the logo could not be applied at reduced sizes, or it became unreadable.
The serif on the chosen typeface made it hard to read individual characters.
The kerning being used was incorrect, and the letters ended up attached to one another.
The letter H had an ascender at its top, making it look like an R.
The proportion between the size of the logo and its registration mark was incorrect, making it unreadable.
Icon Design
A geometric puzzle with over 6,500 possible combinations.
The metaphorical symbol for transformation.