With over four decades of history in Sorocaba, the Tardelli Group is now expanding its horizons to the capital of São Paulo, marking a new phase in its journey. To represent this paradigm shift, a new brand was necessary, both to align with the high standards of the capital and to find a unique edge among the many other companies. After conducting a market analysis, we noticed a predominant trend: most brands operating in the region adopt a modern and technological aesthetic. We decided to go against this approach, aiming to differentiate ourselves from the competition by developing a visual identity that conveys a more traditional and serious tone. For the symbol, we chose to represent the three generations of the Tardelli family, with the serifed "T" symbolizing the founding generation. In summary, the new brand of the Tardelli Group not only represents a new phase for the company, but also the establishment of a new legacy.