Gen

COVAP wanted a programme to attract startups able to bring new tools and business models into its value chain, from consumer relationships and new product lines to sustainability and agrotech. The goal was to position COVAP as a partner in innovation and 360º transformation at a national level: clearly involved in helping each idea grow, yet open enough for other companies and cooperatives to take part. All without losing the roots and values of a cooperative with more than six decades of history.

The concept was built through several workshops with the COVAP team, a process that helped us align from the start and gave us real freedom to explore. GEN stands for the innovative gene of people who are able to take a risk on an idea and transform society: people who associate, experiment, question, observe and connect, each in their own unique way. All of those traits converge in GEN. The brand personality follows the Creator archetype, with a close, proactive and confident voice.

The logo is purely typographic and comes with the tagline “Ideas que crecen” (ideas that grow). It is built on Nexa, but the G is custom-drawn from the O: an organic stroke that expresses growth, evolution and direction. It is the rebellious letter, the one that leads, takes risks and experiments, resting on stable letterforms that convey trust. Lowercase adds agility and flexibility. The tagline is set in Canaro, by René Bieder, and Poppins carries the communication across digital and print.

Dark blue, the main colour, brings stability and trust and links the brand to science, technology and innovation, while green stands for nature, growth and progress. A secondary palette of saturated, optimistic colours and a modular graphic system of leaves, seeds and circles add energy and create a flexible pattern that grows across every touchpoint.

The identity was rolled out across the brand guidelines, website, stationery, lanyards, flags, merchandise and event materials such as roll-ups and photocalls, giving the programme a consistent and recognisable presence from its very first call for startups.

Visit: geninnovacioncovap.com