Goma
Graphic Design
Identity
Design System
Guidelines
Goma is a construction company that focuses on building high quality, affordable housing in marginalized communities. The identity put people front and center while highlighting the materials and proceses used in the construction industry.
The company’s activities focus in the state of Boyacá.
It’s first projects in the city of Sogamoso challenged traditional conventions by building a high-budget apartment building in a less popular neighborhood, and building an affordable housing project in one of the most exclusive areas of the city.
People and their wellbeing are Goma’s priorities, making it one of the few companies in this industry to put extreme profitability as a secondary goal.
The identity builds on the ideas of structure and humanity, including a person in the logo drives the idea home without making it too distracting.
The symbol, an icon of a person made with the M and O of the wordmark, can stand alone or alongside additional brand materials.
Founders Grotesk reflects the structure of Goma’s construction work and balances it out with curves that give it warmth and energy.
In the extended visual language, blocks are used as a layout, hierarchy and branding tool that allows the system to adapt to multiple formats and mediums.
The color palette is based on the raw materials of construction work, muted blues for steel and concrete, and browns for sand and wood.