Elo is a Brazil-based payment network that offers a range of specialised financial products, such as credit, debit, prepaid cards, and network processing. It was established in 2011 as a joint venture among three leading banks—Banco do Brasil, Bradesco, and Caixa Econômica Federal.
Elo was designed to provide a domestic payment solution that would enhance the convenience and flexibility of financial transactions for Brazilian consumers. Its logo has undergone a few changes, which reflect the growth, strategic direction, and adaptation of the company to market demands. The article explores the history and evolution of the Elo logo over the years.
The Genesis of the Elo Logo (2011 – 2012)
The original Elo logo was simple yet effective and featured the word “Elo” in a bold sans-serif typeface. The letters “e” and “o” were formed using truncated arcs where “e” appeared in white, while “o” appeared in two colours. The top right was crafted in yellow and the bottom left in red. The whole wordmark is placed inside a solid black circle. This design aimed to convey strength and reliability, essential traits for a financial institution.
(2012 – 2015)
In the 2012 logo iteration, the letters “e” and “l” remained unchanged, while the letter “o” appeared in three truncated curves. And unlike the previous iteration where “o” featured a colour palette of yellow and red, this one had an additional blue arc. The update aimed to convey the message that Elo has three co-owners.
(2015 – 2024)
In 2015, the black circle disappeared and the logo became cleaner. It consisted of an emblem to the left and a wordmark to the right. The emblem featured three-coloured arcs of yellow, red, and blue. The wordmark, on the other hand, was executed in black.
(2024 – Present)
In 2024, the Elo logo acquired a minimalist design to convey the brand’s focus on clarity and simplicity. Featuring only the wordmark executed in a sleek, sans-serif typeface, the letters in dark green were spaced evenly. This created a sense of uniformity and balance. Interestingly, the letters “e” and “o” have a horizontal bar that cuts through them. The bar gave the logo a sense of continuity and connection and symbolised the commitment of Elo to integrated solutions.
The Elements of the Elo Logo
Font
The customised Elo logo typeface makes it unique and identifiable. The letters “e” and “o” have separate curves, while the lower part of the letter “l” is bent quite unusually.
Colour
The Elo logo features the wordmark in black and the multi-colour emblem in yellow, green, and red.
Finally
The Elo logo and its various iterations show the journey of the company from its inception as a new player in Brazil’s financial landscape to its current status as a leading payment technology brand. Each redesign reflects changes in design trends as well as shifts in consumer expectations and technological advancements. With Elo growing further within the payment sector, its branding is likely to evolve further to encapsulate new developments and market dynamics.