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Logo created by the Colletivo agency brings more prominence to letter S, representing the diverse perspectives of the software, fundamental for the democratization of technology in an inclusive and egalitarian way

ABES - Brazilian Association of Software Companies has a new look and presents the update of the logo. Created by the Colletivo agency to represent the new positioning and purpose of the entity, it brings more prominence to the letter S, which appears full of modularity and dynamism, as well as the software.

Now, the new art has several perspectives, since it changes in different geometric shapes and styles to characterize the non-linear time of the software. “This concept is applied to elements that are transformed into linear and non-linear codes, as well as software codes, which materialize in visual language and thereby become a visual identity”, explains Vanessa Queiroz, designer and co- founder of Colletivo.

In the late 1980s, when ABES was founded, the word software was still unknown, but after three decades it was re-signified and started to be represented by the association in the technology market. Present in social areas such as mobility, health, infrastructure and accessibility, this visual change started from the inside out. “We understand that the time of the software is not linear, but draws perspectives through knowledge”, points out Rodolfo Fücher, president of ABES.

According to him, the software stopped being something linked only to programmers and started to be inserted in people's daily lives as something vibrant and integrated into the routine. “He is present in everything we do. He replaced the alarm clock, the newspapers, the radios. They are essential at work, for shopping, etc. It started to be something dynamic, disruptive, in motion creating different business models ”, he explains.

With this in mind, ABES redefined the purpose of the entity, which became the contribution to the construction of a digital and less unequal Brazil; and the objective, which is to ensure associates a business environment conducive to innovation, ethical, dynamic and globally competitive. “We believe that information technology is fundamental for the democratization of knowledge, and the creation of new opportunities and business models. It is capable of improving people's quality of life, in an inclusive and equal way ”, explains Fücher.

In view of this new positioning and purpose, the association expanded the scope of representation. In addition to software companies and those that provide, in some way, related services, which were traditionally represented by ABES, two new categories of members were also included: (i) companies that use software intensively and (ii) those interested in the sector information technology in general. Thus, ABES started to count on the participation of companies linked to digital platforms, including xTechs (EduTechs, HealthTechs, LawTechs, FinTechs, AgroTechs, etc.) and also incubators, accelerators and investment funds, as they are important agents in the strengthening of innovation and dynamism in the Brazilian market.

To learn more about the new visual identity of ABES watch:

Visit the ABES YouTube channel

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