If you are looking for building an international trademark, you may know Ideograma. a new international partners of Vargas & Partners. Remember: your trademark it\'s your door to new business possibilities and profits.

1. Our Credentials
September, 2009

3. Reverse of Card
In Ideograma we create memorable, long lasting and valuable brands.
We turn business strategies into clear ideas, turning them into flexible and
relevant messages. We turn ideas into corporate identities and develop
successful brand positioning. We turn positioning into what we call global
identity.

4. Who we are
Ideograma is the first consultancy in Mexico to specialize in brand positioning and corporate identity.
We are a multi-disciplined team specializing in strategy, design, language, communication and
marketing, with national and international experience in:
• Brand positioning
• Names
• Brand architecture
• Development of corporate identity (logo, brand, name)
• Visual identity
• Identity manuals
• Training in brand applications
• Supervision of the launch and implementation of new identities
• Communication and public relations
We have the support of experts in other complementary areas, such as market research,
photography, semiotics, psychology, corporate interior design and art, who work with us when
projects require their input.

5. Who we are (continued)
The balloons in our logo represent who we are and what we do: we are transparent and flexible with
a global outlook.
We create successful corporate identities and brand positioning. We turn business strategies into clear
ideas which are communicated through flexible and relevant messages. We have the necessary
experience, creativity and enthusiasm to develop the most successful and memorable corporate
identities.
We turn our ideas into unforgettable and compelling brands.
We are transparent. We treat our clients with enthusiam; we show our commitment and prove to
them how dedicated we are. We share our thoughts and ideas and act on what we believe in.
We are flexible. We are fresh in our outlook, strategic in our thinking and sensitive to developing new
ideas that are right for the moment, context, market and product or service in question. We trust in
our intuition for each new project.
We are global. We think big, we imagine every possibility, we sympathise with different points of
view, we honour the past and are excited about the future. We are here, now and ready.

119. The people with the ideas
Juan Carlos Fernández Espinosa – Creative Director
Juan Carlos is the creative brain behind Ideograma. He participates in every stage of the process with
the clients focussing his attention on the definition of the personality and positioning, the creation of
the brand and the visual style.
A graduate of graphic design and communications from the Universidad Iberoamerica, in Mexico
City, Juan Carlos went on to post graduate studies at the Art Center College of Design, in California.
There, he studied corporate identity which included corporate positioning, semiotics, log0s and the
use and psychology of color. He later received a Certificate in Marketing from New York University.
Juan Carlos founded Ideograma in 1999. Previously, he worked for Zimat Communications in Mexico
City, in their Design Center, where as Design Director he developed projects for clients such as
Industrias Resistol, Alpura, Tecnológico de Monterrey, as well as developing the graphic identity for
the airline Mexicana. Subsequently he was hired by the English design agency Addison, based in New
York, where as Design Director he worked on projects for Ford Lincoln Mercury, United Water and
American Arbitration Association, amongst others. As Vice President and Design Director of
Siegel&Gale, a New York consultancy specialized in positioning and corporate identity, he crerated
concepts and identity systems for companies like Apple, Canon, Coca Cola, Golden Books and Disney/
ESPN. Responsible for projects in Latin America Juan Carlos worked for clients such as Cemex, Correo
Argentino, Elektra, Codetel and Banco BHD, amongst others.
Well known internationally for his conferences he has also participated as a judge in various dfferent
brand design competitions. For example, recently he was invited to London to judge the Designers
and Art Directors Club (D&AD).

120. The people with the ideas
Josep Palau Payerol – Strategy Director
Josep is responsible for project strategy. He is involved with clients at the beginning and end of each
project, initiating the research and analysis, defining the personality and positioning and finally,
supervising the application of the identity.
Originally from Barcelona, Spain, throughout his academic and professional career Pep has focussed
on the strategic business aspect of the world of design. He graduated with honors from the
Universidad Iberoamericana in Mexico City in Graphic Design and Communication. He then studied
an MBA in the Rotterdam School of Management in Holland and the Manchester Business School in
the UK.
He has worked as a designer for Bristol-Myers Squibb in Mexico and as editor of the publication
Medical Trends in Barcelona, Spain. He gained considerable experience as Senior Creative Manager
of the Mexican subsidiary of the Walt Disney Company, and subsequently as Art Director of the well-
known Grupo Editorial Expansion, in Mexico.
He is currently Director of Strategy at Ideograma. Through the projects he has worked on at
Ideograma he has converted design into one of the most essential business tools for companies, with
the firm conviction that identity is the fundamental aspect of visible corporate strategy.

121. Our clients
We work with clients who understand the value of a brand, clients who are leaders and aspirational,
clients who are creative and not afraid to break paradigms.
We carry out identity programs for any industry, be it a product or a service. The common thread
running through our work is our understanding and appreciation for consumer behavior and the
conviction that clear communication leads to loyalty. We have wide and varied experience thanks to
our clients, all leaders in their field.
A list of some of our clients in Mexico follows:

122. Our clients
Ampersand Grupo Burstátil Mexicano
Asociación Mexicana de Intermediarios Bursátiles Grupo Posadas
Banca Patrimonial de American Express Bank México Grupo Ultra (Ultrafemme y Ultrajewels)
Banco Amigo INFONAVIT
BanRegio ING
Bimbo Instituto Mexicano de Contadores Públicos
Cadbury Adams Intec
Cinépolis La Salle
Citelis, Inmobiliaria Grupo Ramírez Mabe
Comisión Organizadora de la Conmemoración del Bicentenario NEOS
del Inicio del Movimiento de Independencia Nacional
Nestlé de México
y del Centenario del Inicio de La Revolución Mexicana
Ostos & Sola
Compartamos Banco
Panasonic de México
CompuSoluciones
Pauta Creativa
CORETT
PepsiCo de México
Dalfiori
Publicidad Virtual
De Yturbe Arquitectos
Sabritas
Enlace
SEDESOL
Escato
Seguros Monterrey New York Life
Flotamex
The Anglo
FONATUR
Transpaís Autotransportes
FOVISSSTE
Volaris
Gobierno Federal
Warner Bros. Consumer Products de México
Gossler, S.C. Contadores Públicos

123. Our clients
Our international clients include:
In the Dominican Republic:
Áster
Asociación Popular de Ahorros y Préstamos (APAP)
Banco BHD
Brugal & Co
Codetel / Verizon
Fundación Dominicana de Desarrollo
Grupo Vicini
HENLA (Holding Hermanos León Asencio)
In other countries:
Enterprise IG, Inc. - ee.uu.
Garza Group - ee.uu.
Heller Communications Inc. - ee.uu.
TSTT - Trinidad y Tobago
Pàver/Rélem - España