VEO evolved the identity of Meli+, the premium subscription program operating in six Latin American countries. Revista Mercado takes a look at the process: a redesign of the logo’s form and color palette, new photography guidelines, messaging architecture, and an AI-assisted image library, curated and art-directed by our team. Magenta became its signature color, designed to coexist with Mercado Libre’s yellow and Mercado Pago’s cyan while maintaining a strong presence.

In an ecosystem with such bold colors, autonomy is designed.

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