The Brasil IT+ brand was created in 2009 in an evolution of the Brazil IT brand created in 2004. The original Brazil-IT Project was initiated by Apex-Brasil – Brazilian Trade and Investment Promotion Agency – to promote the image of Brazilian Information Technology (IT) products and services in the United States. The project basically involved the promotion of the Brazil-IT brand at events of the Gartner Group, a prominent research institution in the United States, and promoter of the main events in the sector. After five years of support for the project, the constant presence of the “Brazil IT” brand at Gartner’s main events contributed to providing greater visibility to companies that export IT services and products to the United States, and consequently throughout the world.
To represent the actions of the Brazilian software and IT services industry abroad in a unified manner, in 2009 the new Brasil IT+ brand was launched. The initiative arose from the need to create a single visual language to identify Brazilian companies and representative entities from this sector on a global scale, stimulating the promotion of exports and internationalization and making Brazil one of the leading world powers in the IT sector. This version of Brasil IT+ was born from the intense wave of internationalization of markets and the need to create homogeneous communication to promote the industry and meet one of the goals set in May 2008 by the federal government’s Productive Development Policy (PDP).
Nevertheless, the rise of virtual commerce presented a trend that sought to approve the maintenance of the required financial and administrative conditions.
In 2011, the project promoted a broader discussion that went beyond the creation of a new logo for commercial promotion. A plan focused on the preparation of a new strategy for the positioning of Brazil in the global market was developed to serve as a base for the creation of a sectorial brand, which came to centralize the initiatives to promote exportation and internationalization of organizations in the sector. The brand sought to transmit credibility, knowledge, quality, security and compliance in the delivery of Brazilian solutions. To execute the project, a branding agency was contracted. The agency designed the new brand and suggested how could it be positioned in the global market. The creation process included interviews with executives and directors of the main companies and associations of the sector, in order to understand better the core business and the sector’s precise needs in terms of communication with the global market.
The initiative was begun and coordinated by the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) in partnership with the Brazilian Association of Information Technology and Communication Companies (BRASSCOM), the Association for the Promotion of Brazilian Software Excellence (SOFTEX), the National Association of Innovative Enterprise Promotional Entities (ANPROTEC), the Ministry of Development, Industry and Foreign Trade, (MDIC), the Ministry of Science, Technology and Innovation (MCTI), the Brazilian Development Bank (BNDES), the Brazilian Industrial Development Agency (ABDI), the Brazilian Association of Software Companies (ABES), the Association of Brazilian Information Technology Companies (ASSESPRO), the Society of Computer and Telecommunications Users (SUCESU) and the National Federation of Computer Companies (FENAINFO).