Submarino Logo

Submarino LogoSubmarino Logo PNG

Submarino: Brand overview

In 1999, Submarino, the brainchild of Antonio Boncristiano and Aquilino Pena, was born in the bustling city of Rio de Janeiro, Brazil. Created as a virtual bookstore, it aimed to compete with giants such as Saraiva. The brand lexicon “Submarino” meant a deep and extensive collection.

Over time, Submarino did not limit itself to books. It expanded its horizons into electronics, movies, music, and other consumer categories. By 2004, the company had become one of Brazil’s leading online retailers and had expanded beyond the country’s borders.

A landmark moment came in 2005 when Submarino debuted on the stock market, and in the following years, the company embarked on a consistent growth trajectory. The company’s growth strategy included the acquisition of well-known companies such as Shoptime, Blockbuster Brazil and Livraria Cultura, which helped to increase the diversification of its product range.

The dawn of 2010 saw a significant turn of events. US-based B2W Digital acquired Submarino, merging it with several Brazilian e-commerce peers. However, this merger did not diminish Submarino’s appeal or its market presence.

Today, Submarino, one of Brazil’s e-commerce leaders, provides a vibrant marketplace, bridging the gap between multiple sellers and a broad consumer audience. Based in Rio de Janeiro, the company has more than 5,000 employees. It has satisfied more than 28 million consumers, cementing its status in Brazil.

Meaning and History

Submarino Logo History

What is Submarino?

Based in Rio de Janeiro, Brazil, Submarino, a publicly traded company, is a one-stop shopping site catering to a wide variety of needs, from electronics and books to movies, music, and home appliances. Committed to delivering high-quality goods at competitive prices, Submarino enjoys a well-deserved reputation among Brazilian shoppers. The company offers a variety of products to satisfy a wide range of interests, whether it’s the latest tech gadget, an engaging read, an exciting movie, soothing music, or functional home appliances.

1999 – 2011

Submarino Logo 1999

2013 – 2019

Submarino Logo 2013

2019 – today

Submarino Logo

The Brazilian online bookstore has a unique logo to match its name. It depicts a submarine in the form of a large monochrome silhouette without technical details. Only general outlines are visible: periscope, propeller, hull, and hatch. Like the name, it is painted in an ultra-blue color close to cobalt. The text part is at the bottom, mostly lowercase, but the first letter is capitalized, which follows grammatical rules. The glyphs are raised in bold, coarse, and sans serif.

The logo is reminiscent of a mysterious story about the ocean. The submarine creates a feeling of deep-sea adventure, as if it is diving into a world full of unknown books and stories. The blue color is reminiscent of the ocean depths where the best stories are hidden like treasures. The letters at the bottom resemble hard rocks resting on the bottom like a good book holds on an anchor.

Submarino color codes

Han PurpleHex color:#0533ff
RGB:5 51 255
CMYK:98 80 0 0
Pantone:PMS Blue 072 C