Piñero unveiled a new logo and updated brand identity. The occasion was the FITUR 2026 exhibition, where the company decided to present itself on a new scale. Over the years, this family business with Spanish roots has evolved from a tour operator into a major enterprise with resorts, real estate properties, and infrastructure projects in Mexico, the Dominican Republic, Spain, and Jamaica.
Now the brand presents itself as a unified system, within which different divisions work in tandem to support overall growth. Piñero focuses on profitable, long-term projects and on having a positive impact on the regions where it operates. Against this backdrop, the previous image no longer reflected the company’s scale, so they decided to update the corporate identity.
One of the main changes involved the name. The word “Grupo” was dropped, leaving just “Piñero.” This made the brand name more compact and easier to recognize internationally. The logo is built around the dark-blue word “Piñero,” set in a smooth, calm typeface. The letter “e” is particularly striking. Its shape resembles the sun rising above the horizon and references the company’s tourism roots, linking its past with its current global ambitions.
The new brand identity was developed by the Grávita agency in collaboration with the Piñero team. The brand system is centered on the theme of the horizon. It helps organize information and makes the presentation of materials more cohesive. The color palette is dominated by dark blue and cream tones, creating a professional and calm impression. Brighter tones were added for accents, echoing the atmosphere of resort destinations.
The new positioning is expressed through the motto “We care about every moment.” Through it, the company conveys its family-oriented business foundation, a long-term perspective, and attention to detail across all areas of its work. The updated image showcases a brand that aims to strengthen its international status and combine its tourism heritage with modern management principles.