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Background / Challenge:

Pragma is an information technology and services company made up of more than 900 employees and present in 5 countries. With over 24 years in the market, they have created or improved the digital presence of many important brands in Colombia and Latin America. They approached WANT Branding in need of a new visual identity that would allow them to compete on a global scale.


Over a 6-week time period, WANT Branding quickly got to work to deploy a refreshed visual identity for Pragma. The project began with a discovery phase to help understand the existing brand. WANT reviewed existing marketing materials and completed an audit of Pragma’s top competitors. Using these findings, WANT then created a design brief to guide logo development.

WANT delivered 2 rounds of logos, offering a wide variety of options. Ultimately, the company was interested in an evolutionary style design that leveraged the existing brand. The three circles from the original letter P logo icon were eventually deployed to create the letter G in Pragma. This subtle linkage back to the old logo was exactly what the company needed to reposition themselves in the market.

WANT then created the brand guidelines, as well as a handful of brand activation items.


Overall, the company was very pleased with the new brand identity. Having a strong presence in South America, they felt it necessary to retain the name and some elements from the original logo. By refreshing the logo and colors, Pragma could now reestablish themselves as a technology solutions company with a global brand presence.


  • B2B
  • Brand Identity

New York, NY

Miami, FL

San Francisco, CA

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