PROCON

The former brand showed a relied on and fragmented visual language—elements competing for space and a system that, far from conveying technical rigor, generated a clear mismatch between what PROCON was capable of and what it projected.

The challenge was to build a strong, orderly, and functional identity: a system capable of representing the precision of engineering, the clarity of architecture, and the vision inherent to urban planning, while also capturing the business dimension PROCON embodies today.

The result is a decisive visual leap: from a rigid, fragmented logo to a modern, modular brand with its own universe—designed to grow, adapt, and communicate confidently in any context.

The new identity acknowledges everything the company has built so far and prepares PROCON for what comes next: a brand architecture built to transcend borders, expand with intention, and keep pace with the growth that has defined PROCON’s trajectory over the years.

OBJECTIVES

• To build a solid brand that reflects PROCON’s true maturity and quality, as well as its ability to lead international, large-scale, and highly complex infrastructure projects.
• To align all areas and companies under a clear, coherent, and efficient brand architecture. To modernize the identity so it communicates vision, trust, professionalism, and international capability—reflecting an ambition consistent with the company’s reality.
• To support a growth trajectory that is no longer only business-oriented but also cultural, technical, and strategic: a brand designed to project the future PROCON is actively shaping.
• To create a modular system that adapts seamlessly to multiple applications and scales without losing visual consistency.
• To elevate client and partner perception across every touchpoint.

PROPOSAL

The starting point was to identify what needed to be preserved to ensure a coherent evolution—and what needed to be transformed to build a competitive, contemporary brand.

The proposal is built around three guiding decisions:

• Simplicity and verbal focus: PROCON becomes the central and standalone name. The word “Ingeniería” is removed from the main logo to avoid constraining the brand’s future scope or diluting the power of the naming.
• A Hipodamian grid as the conceptual backbone: Inspired by the ancient urban grid of Hippodamus of Miletus, this structure becomes the visual language that communicates order, strength, and precision.
• A geometric and modular logotype: A typographic construction built on grid units, resulting in a robust, contemporary, and highly adaptable brandmark.

Formally, the outcome aligns with a clear strategic positioning: PROCON knows precisely the space it wants to occupy, and now has an identity that inherently communicates engineering, yet remains flexible enough to serve multiple business lines and international markets.

GRAPHIC SOLUTION

PROCON’s visual system is built upon five interconnected pillars that together form a coherent, contemporary, and deeply structured identity.

The first is a geometric and modular logotype, born from a grid that determines proportions and softens the sharpness of each vertex. The diagonal from the former symbol is recovered and reinterpreted as a distinctive finishing detail. The letters—constructed from solid forms and a consistent rhythm—allow the logo to flex, expand, and adapt to different formats without losing its essence.

The same grid gives rise to the second pillar: a clear and scalable brand architecture, capable of organizing current and future business areas with efficiency and clarity.

The third pillar is the colour palette. The original purple evolves into a more bluish, vibrant, and digital tone, enriched with lighter shades for contrast, a deep near-black tone for density, and a sand hue that tempers the identity and adds a contemporary warmth.

Typography becomes the fourth pillar: Basier Square for headlines—rational, clean, and rooted in the Swiss Style principles —and Basier Square Mono for body text, especially in digital environments where clarity and precision are essential.

The fifth and final pillar is the photographic universe. It combines wide urban landscapes that convey the scale and significance of PROCON’s work with macro perspectives that reveal the materiality and detail of construction processes. Layered on top is a subtle use of the glass effect, adding depth, dimensionality, and a digital-forward visual tone that completes a rich and robust system.

PRODUCTION

Activating the system has triggered a transversal transformation across all touchpoints—from stationery to digital environments.

The modular logo allows for horizontal, vertical, and expanded compositions. Shapes derived from its construction generate recognisable patterns and graphic structures. The grid becomes the foundation for presentations, signage, the website, and commercial materials.

The new website embodies the same principles that define the identity: a modular, orderly, scalable structure fully aligned with PROCON’s values.

Every element has been designed to communicate technical authority, modernity, and business vision.