The central element of the Tunning Ingeniería logo is a red circle symbolizing the command button of control systems. Despite the transformations of the last 30 years in the automation industry, this image is still very much alive!

A recommended advertising executive was responsible for designing the company’s logo isotype in its early days. “Control systems have command buttons that can be physical or a drawing on a screen,” explains Claudio Jara, founder and general manager of Tunning Ingeniería. “That’s where the red button came from as the protagonist of the company’s visual identity.”

The colors were chosen based on what was standard in the industry at the time. “Brands such as ABB, Rockwell, and Honeywell used red, so we chose it. Before starting Tunning, I worked at Honeywell, so perhaps I was also influenced by that heritage,” explains Claudio.

The most complicated of all the visual elements of the Tunning Electric brand has been the typography, as they initially chose the Font. They chose it because it conveys solidity. “This was important because our focus is heavy industry, where environments are harsh, explosive, corrosive, dusty, and subject to extreme temperatures,” says Jara. However, because it is not always readily available, in the 2000s they replaced it with a similar, easier-to-use font.

Finally, the name Tunning Ingeniería comes from the word tuning, which means “tuning” in English. “I played with this meaning and came up with the word that defines our company to this day,” concludes the founder of this company, proud of what they have built, which is reflected in an image that is recognized and valued by their customers.