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The pallid farewell to Anfavea’s jalopy

The car symbol of the association changed little. The major change was in the graphics.

By Alzira Rodrigues | Translated by Jorge Meditsch

The idea of changing the traditional Anfavea’s logo originated in the last administration, under Luiz Carlos Moraes. In mid-2021, advertising agencies were hired, and even a contest was opened for designer students to present their suggestions.

The challenge was to have something more modern than the jalopy created more than six decades ago and was restyled a single time, but without losing connection with the original symbol of the organization that represents the manufacturers operating in the country since 1956.

On this year’s first Friday, 1/6, the new president of Anfavea, Márcio de Lima Leite, revealed the new symbol of the association at the monthly press conference. It was created by Make Id, one of the six agencies that were part of the process.

Gone were the four horizontal lines of the traditional jalopy, known for its “friendly and sweety” image, according to a member of Anfavea’s directory at the time of the announcement of the intention to create a new logo, without mischaracterizing the lines of the vehicle that will keep representing the association. The most striking change happened in the graphics, which get rounder letters.

Created in 1961, the logo replaced went through a single change in 1961, when the sector was preparing for the transformation that would come with the Brazilian market opening during the decade. It went a bit younger but preserved the image of the original jalopy, as it happened now.

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Alzira Rodrigues

Jornalista formada pela Universidade Metodista de São Paulo, iniciou a cobertura do setor automotivo em 1981 na Sucursal do ABC de O Estado de S. Paulo. Manteve-se na área desde então, passando por outros jornais e também revistas e sites.

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