Raising the Pulse: Identity Redesign for Buen Ruido

Buen Ruido is a renowned company specializing in sound, DJs, and music styling for events. This project represented a highly interesting design challenge, as the brand already had a well-positioned isotype that was highly recognized by its audience. Making a drastic redesign that moved away from its origins would have jeopardized the presence and familiarity they had already built with their followers.

The Challenge: Elegance and Professionalism

The original isotype already functioned as a badge for the brand; its main shape resembled a spectrogram or an electrocardiogram showing a pulse. However, upon auditing the identity, I noticed a discrepancy: the original logo was visually as “noisy” (ruidoso) as its own name indicates, but the company’s real presence at events, as well as in its social media posts, was extremely elegant and sober.

Given that Buen Ruido is not limited to typical social events but covers a large number of commercial and corporate events, the requirement to reflect seriousness and a high level of professionalism was non-negotiable. It was necessary to rescue that elegance factor and elevate the entire identity.

The Evolution of Design

I decided to follow the path set by the original brand, polishing and perfecting its foundations:

1. The Isotype: I kept the fundamental shape of the pulse. What I did was grid the shape from scratch and eliminate the excess visual elements (the “noise”). The result is a logo that continues to scream “Buen Ruido,” but now through a perfectly drawn, defined, and sophisticated pulse.
2. The Typography: To accompany the new symbol, I selected and modified a typography capable of maintaining balance. Its characters suggest a slight level of aggressiveness and musical energy, but its long horizontal lines ground the design, providing a feeling of tranquility and, above all, great stability.

Dynamism on Screens

In practice, Buen Ruido’s visual identity is quite simple and minimalist; it does not demand extensive printed applications or a lot of stationery. Where the brand truly comes to life is in the venues.

Frequently, the company’s events do not play music videos, but rather visual graphics projected on giant screens or the DJ booth. To meet this need, we developed and integrated animated looping graphics (Motion Graphics) as an essential part of their identity. This allows them to have an active, hypnotic, and highly professional live presence.

Conclusion

The ultimate goal of this project was to elevate a concept that at first glance sounds “noisy”, to turn it into a mature brand. The final result successfully managed to balance the energy of a great event with the refinement demanded by the corporate sector.