ALUR
20th Anniversary Commemorative Logo (2006–2026)

ALUR celebrates its 20th anniversary and required a commemorative logo that wouldn’t compete with its existing brand, but rather enhance it—a piece capable of coexisting with the institutional identity, adapting to multiple formats, and at the same time telling a story of origin. Because ALUR is not just about production: it represents territory, an agro-industrial value chain, and the pride of national industry rooted in Bella Unión (Artigas), with sugarcane as its defining raw material and a symbol of regional development.

The Challenge

The starting point was clear: to build a “20 YEARS” mark with a symmetrical and structured logic that could function in a horizontal lockup alongside the ALUR logo. From there, the challenge became more interesting: to take the commemoration beyond the number by incorporating an element deeply tied to the company’s culture—sugarcane—while ensuring legibility, scalability, and versatility (from a pin to a roadside sign). This guided the evolution of the design process: from more institutional compositions and anniversary seals to the final, refined synthesis.

Design Process and Decisions

We worked through successive iterations, using real prototypes (applications and mockups) to validate readability and hierarchy:

Initial proposals: a typographic and compositional approach aimed at achieving symmetry with the ALUR logo, exploring horizontal and vertical versions as well as anniversary seal concepts.

The Solution

The final logo balances two messages within a single form:
the “20” becomes a recognizable icon, while the sugarcane appears as a mark of identity—representing what ALUR is and where it comes from—adding movement and a direct reference to its productive culture.

The final proposal also establishes a set of applications and technical color guidelines to ensure consistency across all communications (both institutional and product-related).

Applications

The identity was designed with ALUR’s real ecosystem in mind:

• Signage and institutional communication (large-scale formats).
• Packaging seals (e.g., gold version for White Sugar and a one-color version).
• Merchandising & internal use (custom pin with specific ink requirements).

What We Did

• Anniversary concept and narrative
• Design of the commemorative logo + lockup system (ALUR + 20 years / standalone seal)
• Development of technical versions for different applications:

  • Gold seal for premium packaging applications
  • Three-color version for pin production
  • Application testing and visual       consistency across communication and  product use