Almost 50 years ago, Varixx began its career as a specialist in industrial electronics. Over time, it has diversified its portfolio with the inclusion of products such as smart sensors and LED lighting. Over the years, the company has evolved, adapting to market demands, digital transformation and ESG initiatives. Faced with these changes, the need arose to update its value proposition, realigning its positioning and communication with the essence that brought it here.

The main objective of the rebranding is to build the Varixx of today and the future, strengthening relationships with all stakeholders and consolidating a robust brand culture. The most significant changes are linked to the new understanding of the brand as a strategic platform, connecting business to communication to generate long-term value. As part of this process, Varixx launched a new, more modern and digital logo with a new shade of blue, called “Electric Blue”. The entire visual identity has been revisited, and the new Varixx logo, created from the typography of its name, highlights the two “x”s, whose counter-form generates a crystal, symbolizing the precision and quality of the company's solutions.

These changes, both visual and in positioning, represent a commitment to society to realize what the brand symbolizes in terms of functional, emotional and self-expression benefits. At the same time, they reflect a journey, a relationship that evolves with each interaction. “With the new identity, we want to go further, building new brand assets and ensuring their identification among customers and their mental associations. Our aim is to give meaning and consolidate all tangible and intangible associations. In addition, we seek to adapt the brand's response to hypermodernity and multi-media, creating loyalty and trust in both the physical and digital worlds,” explains Gabriel Josias, Marketing & Communications at Varixx.

Josias also points out that the transformation was not only visual, but also internal. The company has undergone intense restructuring, with various departments constantly being improved. It's a new way of looking at the world, based on a partnership that drives and transforms the society and industry of the future.

Varixx believes that, with this rebranding, it will be possible to raise the brand to its full potential, allowing the company to assert itself as a coherent and unique entity, assuming its history and conquering a new space in the market. “Our purpose is to support society in building a prosperous and sustainable future, empowering industries to transform their environments with safer, smarter and more productive operations. All this is done on the basis of four core values: innovation, responsibility, collaboration and quality. And that's what we believe in,” he concludes.