Basic Principles of Brand Design

Founded by Juan Carlos Otoya, the branding consultancy SmartBrands aims to create smart and inspiring brands that help companies grow and connect emotionally with their clients and future clients. Their work philosophy gives the same level of importance to the essence and the presence, celebrating the power of simplicity, challenging the conventional, taking care of all the details, with the conviction that a brand is more than a logo, but an idea that defines, inspires and drives a business.

Since 2009 they have worked with companies in the fields of aviation, internet, floriculturists, bankers, tankers, cement manufacturers, educators, retailers, wholesalers, and many more, to capture what makes them special and express it clearly, in an impactful and emotional way.