bbd sought to involve the brand’s main values – human resources’ integration, consulting and specialized training in the metal-mechanical industry – in the creation of Belement’s logo. The key concepts are centered in the idea of pollination and its importance in the ecosystem, teamwork and dedication to a common good. The concept of metalworking is brought about by familiar themes to industry through the association of industrial parts with the hexagonal shape. The gradient between orange and yellow reinforces the relationship between the hive and the industry. bbd has developed the logo, the standards manual with all Belement communication’s guidelines, as well as the business card, stationery, envelope and the file folder.