YAGAMA™
Service: Rebranding, corporate identity and application system for the industrial power sector
Location: Caracas and Maracaibo, Venezuela
Background
Inversiones Yagama, C.A. is a Venezuelan engineering, procurement and construction (EPC) company specialized in the industrial power sector, founded in 2015. It works across four disciplines: electrical engineering, instrumentation and control, industrial mechanics and civil works. It builds and maintains electrical substations, high and low voltage networks and transformers, and delivers on-site gas power generation projects in onshore, marine and lake environments.
Its track record includes the rehabilitation of the 14M, 22M and 25M electrical substations in Bachaquero, the maintenance of low and high voltage networks in Lagunillas and Bachaquero, the recovery of substations at the Pueblo Viejo Thermoelectric Plant, and the EPC of two microturbine power generation packages on a lake platform at the Bachaquero Lago II Compressor Plant, in Zulia.
The challenge
The reactivation of the Venezuelan oil and energy industry is taking place in a different ecosystem: the exit or weakening of many suppliers left technical gaps that national and international companies need to fill with partners specialized by discipline. The previous logo combined two drops, a lightning bolt, the word YAGAMA™ and the tax ID in a single composition. The brief was a corporate identity that would present it as that technical partner in Caracas, Maracaibo and the rest of the country.
The solution
YAGAMA™ kept its name and the idea behind its symbol. The drop and the lightning bolt were redrawn on a geometric construction of parallel diagonals, in ink and blue, together with the descriptor Servicios Eléctricos Industriales (Industrial Electrical Services) and the tagline Energía. Suministro. Ejecución. (Energy. Supply. Execution.)
The palette is built on a dark gray (#2C2F3E), white and blue (#0066FF), with a navy blue and a gray scale. The typefaces are Aeonik and ITC Avant Garde Gothic. A family of 20 single-stroke icons, drawn on a 24-unit grid, represents the company's services and operational advantages; a pattern built from electrical diagram symbols completes the system.
The proposal included:
signage: site billboard, completed project plaque and identification plates for electrical equipment;
fleet: branded pickup truck, crane truck, boat, inflatable boat and container;
uniforms and protective equipment: shirt, polo shirt, coverall, vest, hard hat and ID badge;
stationery and digital pieces: business cards, letterhead, technical document covers, app icon, corporate brochure and commercial portfolio.
Results
The deliverables were the brand presentation, the final artwork for stationery, the ID badge and the fleet livery, the icon system, the corporate brochure, the commercial portfolio and the website.
What this case shows
In the industrial power sector, a company with completed projects grows stronger when its image carries the same rigor as its engineering. A corporate identity applied consistently across substations, fleet and crews presents it ready for the qualification processes of electrical EPC, gas power generation, substation and network projects in Caracas, Maracaibo and across Venezuela.
