Gone is the green color and the square typeface that characterized the Business Coordinating Council (CCE) for 45 years. The autonomous body that represents the private sector dressed in red and renewed its image, as part of the actions it is taking to adapt to the changes driven by the coronavirus pandemic.
“This crisis forces us to rethink our economic models and even the way we interact with each other. The sector must evolve to the changing needs and demands that society demands. With this fresher and more current image, we want the CCE to represent a modern business community with a social dimension ”, said the president of the council, Carlos Salazar Lomelín, in a virtual press conference to show the new identity of the organization.
However, he assured, it is not only a change of form or just a marketing effort but a fundamental transformation, because knowing that the council was born in August 1976, it requires an internal restructuring that is in line with the current context. The council seeks to empathize with new generations, embrace diversity and inclusion, and support the entrepreneurial ecosystem.
The rebrand includes promoting proposals that were previously unthinkable for the private sector. For example, the pension reform to guarantee Mexicans a more dignified retirement, or the Infrastructure Investment Agreement to help reactivate the national economy and create formal jobs in the country.
Also his intention to participate in the vaccination process for COVID-19 and the initiative The Principles of Social Dimension, a decalogue with which he seeks to sensitize the private sector about the importance of becoming more involved with society. “We cannot be a machine for doing business separated from the social part,” said Salazar Lomelín.
The new council logo features the acronym CCE in red. According to Gina Diez Barroso, president of the CENTRO university, who was in charge of the design, the logo is not an aesthetic issue, but a great opportunity to communicate evolution. “Today is a time of collaboration, Mexico is a country of businessmen and entrepreneurs,” he mentioned.
In the creative process, 15 students from the degrees of Visual Communication and Digital Media and Technology participated in this house of studies, who worked under the advice of Sagi Haviv, partner and designer of the firm Chermayeff & Geismar & Haviv.
