For many years, DePalm Aruba has been the place to enjoy a quality time with family. Founded as a tour and transfer company in 1960 by Mr. Luis C. De Palm with three mini-busses and a staff of ten, the company has grown to approximately four hundred employees working in seven different divisions of the De Palm Group of Companies.

Due to the growth and to attract new business, De Palm needed to renew its identity. More than drastic changes, the team was looking for a visual refinement that would keep the company's image while showing its growth and maturity.

After a thorough review of the logo, we decided to change the typography. For the symbol, we didn't make any changes as the symbol is embed in people mind and is recognised easily.

The color palette also underwent significant changes. The yellow brings vibration and energy with brighter tones that were part of the company from the beginning. Lastly, black was used for the neutralize the project and make it timeless.

We know from experience that the most successful projects are the ones that benefit from diverse teams and active clients who are willing to participate. There is a very simple reason for this: several minds think more than a single one and, in the end, those who know a brand’s real needs and market are those who live it on a daily basis.

We had the privilege of working with a great team and, being aware of the importance of this project, De Palm accompanied us and gave us valuable insights in each phase, which inevitably gave a positive ending to the process.

Not every redesign entails radical changes. In this case, the brand evolved while strengthening its own identity through a strategy and a design process that enables usual customers to perceive maturity and timelessness and that captures new audiences with a fresh and iconic look. This update is the final step of an extensive process of change and at the same time a new beginning for De Palm group of companies.