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SOMOS PEMEX



RETO
Generar la imagen para una iniciativa de Pemex enfocada a modernizar cada uno de los procesos que
conforman el ncleo de la industria petrolera mexicana y as dar los primeros pasos para innovar a Pemex y
prepararlo para competir a una escala global.
El primer reto fue reflejar todo lo anterior mencionado en un nombre y un logo adems de los valores en los
cuales nos enfocamos: Transparencia, solidaridad y perseverancia.

As como en propiedades:
El lado humano de la empresa que es siempre el que se percibe como el ms afectado en estos cambios.
El integrar a la gente dentro de una sola bandera y una misma causa.
Reflejar la unidad de todas las divisiones que conforman Pemex.
Crear una idea que sea fcil de identificar tanto para el pblico en general como para el personal interno.

NOMBRE
Despus de un extenso proceso creativo en el cual trabajamos de la mano de los encargados del proyecto
SOMOS PEMEX
Art Direction, Branding, Graphic Design
390 45 10
@ ? >
The New Agency
Monterrey, Mexico
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Despus de un extenso proceso creativo en el cual trabajamos de la mano de los encargados del proyecto
junto a todo nuestro equipo de colaboradores llegamos a una conclusin: "Somos".
Como nombre de la iniciativa, cumple con todos nuestros requerimientos iniciales e incluso ms de lo que
tenamos contemplados; Al ser un palndromo contamos con la bondad de que puede ser escrito al derecho
y al revs lo cual refleja muy fcilmente el aspecto de la transparencia que en periodos de transicin como
ste puede llegar a ser muy importante.

Su naturaleza integradora es otro de sus beneficios ya que nos referimos a que incluso a las personas que
sean detractoras del proyecto no estn 100% de acuerdo el simple hecho de repetir el nombre, de leer
"Somos Pemex" te hace partcipe del proyecto lo quieras o no y eso a la larga puede tener resultados
extremadamente positivos tanto interna como externamente.

Recalcando, el enfoque principal en este nombre fue el lado humano, uno de los activos ms importantes de
la empresa, es una forma de humanizar a una industria que en muchas ocasiones le hace falta ese aspecto
que va perfectamente de la mano con el mensaje actual que maneja Pemex "El petrleo es de todos".

LOGO
El logo se comenz a trabajar en relacin al nombre elegido tomando en cuenta todas las propiedades y
valores que mencionamos previamente, es la representacin grfica de la unin de nuestro pas as como
un refresh a la idea clsica que lleva manejando Pemex por ms de 70 aos.

El logo se conforma de tal manera que se pueden apreciar 3 imgenes en el:
La primera y la que ms resalta es la del guila extendiendo sus alas y lista para tomar vuelo que
representa lo que queremos para la industria petrolera mexicana.
La segunda es una bandera ondeando en las alas del guila
La tercera que se puede percibir de manera ms sutil es que la forma del diseo representa a la
Repblica Mexicana y a la unin que queremos que con lleve todo el movimiento de "Somos Pemex"

La tipografa fue modificada especialmente para plasmar ese lado humano e integrador que queremos
reflejar con el nombre y para que contine la misma lnea dinmica del grfico del guila de manera
orgnica con colores neutros para no sobresaturar el logo ni robarle personalidad.


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CHALLENGE
Create the image for the new Pemex initiative focused on revamping every one of the process that conform the
core of the mexican oil industry and with that take the first steps in to the innovation of Pemex and preparing it
to compete on a global scale
the first challenge was to reflect the above mentioned in a name and in a logo besides the values in which we
focus: Transparency, solidarity and perseverance.

As well as in the properties:
The human side of the company that is always perceived as the most affected in these situations.
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Integrating people into one flag and one cause.
Reflect the unity of all the divisions that form Pemex.
Create an idea that is easy to identify for both the general public and for internal staff.

NAME
After an extensive creative process in which we work hand in hand with project managers and our team of
reviewers came to a conclusion:"Somos".
As a name of the initiative it meets our initial requirements and even more than what we had envisaged, Being
a palindrome we have the benefit that it can be written front and backwards very easily which reflects the
aspect of transparency that in periods of transition like this can be very important.

Its integrative nature is another of its benefits because it means that even people who are detractors of the
project or people that is not 100% in agreement just by the fact of repeating or reading "Somos Pemex"
makes it a participant in the project you want it or not and that ultimately can have both internally and externally
extremely positive results.

Emphasizing the main focus in this name was the human side, one of the most important assets of the
company, it is a way to humanize an industry that often lacks that aspect, this goes perfectly hand in hand with
the current message Pemex is handling "El petrleo es de todos."

LOGO
The logo work started in relation to name chosen taking into account all the properties and values mentioned
previously, is the graphical representation of the union of our country as well as a refresh to the classical
notion that Pemex has been managing for over 70 years .

The logo is formed so that three images can be seen in it:
The first and most striking is that of the eagle spreading its wings and ready to take flight which represents
what we want for the Mexican oil industry.
The second is a flag waving in the wings of the eagle
The third can be perceived in a more subtle way is that the shape of the design represents the Mexican
Republic and the union that we want to take the whole movement with "Somos Pemex"

The typeface was specially modified to capture the human and inclusive side we want to portray with the
name and to continue the same dynamic line the eagle drawing has organically, the neutral non-saturating
colors are specially made not to steal from the personality of the logo.
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pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
pdfcrowd.com open in browser PRO version Are you a developer? Try out the HTML to PDF API
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