To coincide with its 90th anniversary and its consolidation in the urban services sector in Catalonia, the Sorigué group company, CLD, presents its new image as an evolution of its previous identity.
With over 90 years in the industry and a strong presence in the Catalan market, particularly in Barcelona and its Metropolitan Area, CLD has redesigned its logo and its entire visual image in order to bring the brand up to date with the new market realities
. In this transformation, CLD maintains key elements of its identity and original values while seamlessly establishing itself in the visual ecosystem of the Sorigué brands.
The differentiating values of CLD are encapsulated in its new image. Established in 1930 in Barcelona, CLD was originally structured as a cooperative
, hence its Spanish name: Cooperativa de Usuarios del Servicio de Limpieza Pública Domiciliaria de Barcelona (Cooperative of Users of the Domestic Public Cleaning Service of Barcelona). Its new identity reflects this past while evolving with the current needs of the market.
The composition of the new logo is based on an allegory present in the letters ‘C’ and ‘D’. The way in which these letters are divided evokes a circle, alluding to the circularity of the service for which the company was founded as a cooperative nine decades ago: the collection and management of waste.
The rebranding work, carried out by the agency Summa
, respects the elements that make CLD a well-known brand, especially in the city of Barcelona. In terms of colour, green has been emphasised because of its connotation with environmental sustainability.
From this new logo and concept, a visual system has been developed which has been copied onto the many mediums of the company. CLD will express itself through circles, once again tying in with the concepts of efficiency and sustainability. A special striped design has also been developed for the entire fleet of vehicles, which aligns CLD more closely with the Sorigué brand.
In addition, the rebranding efforts have also been extended to CLD’s specialised technical cleaning brand, Hidrojet
. With over 45 years of experience, the company is highly specialised in the maintenance of sanitation networks and cleaning industrial and private facilities.