Hercesa, new corporate image

On March 14th, 2024, the presentation of the company’s new logo took place in a marquee set up in the Plaza de Las Ventas bullring in Madrid. A circular space, very inspiringly metaphorical in this case, to try and, among all, square the circle, going from a circular design to the original square format, making our grand entrance into this new chapter as a successful bullfighter exits the bullring.

The event was attended by the people behind the success, i.e., the 450 employees of the company in the 8 countries where it operates and all the people in its professional, social and institutional environment.

A total of 800 people attended the relaxed conversation held by Juan José Cercadillo García, President of Hercesa, and Juan José Cercadillo Calvo, CEO of the company, with the journalist Rubén Amón about the evolution of Hercesa in its 50 years of existence. They delved into their love for the construction profession and talked about the current and future challenges of the sector. During the chat, some funny anecdotes were brought up and a business model was discussed, in which sustainable and flexible industrialized housing, warehouses and residential areas are built. The slogans “Fixed Price, Secure Value”, “Welcome Home”, “Real Estate Passion”, “Homes with Meaning” and “Your New Real Estate World ” were the relaxed leitmotif of the event.

The highlight of the event was the projection of the video presentation of the new Hercesa brand, a moment in which Javier Solano and Eladio Catalán, partners of Hercesa since 1985, were also present on stage. Currently, Hercesa operates in all phases of its sector: logistics, tertiary, industrial, residential, commercial, and real estate, leading, from its local roots, a strategic vision that allows them to anticipate market demands. On the occasion of its 50th anniversary, the company expects to deliver its 30,000th home in 2025. With 50 million square meters of developed land, more than 4 million square meters of tertiary logistics and industrial land, and 500 rental properties, the company is a comprehensive real estate manager. This experience has allowed Hercesa to improve its products and reorganize its work processes for maximum efficiency.

All this is what Hercesa wants to convey with its new logo, in which the star has been and still is a symbol for a dream and a wish fulfilled, because all of us have looked at the starry sky sometime while making a wish. The new brackets cover the workspace, the raw material that offers a promising future; the home as an empty space that we fill with desires and experiences.

Throughout the party, Las Ventas Tour Experience guides explained the bullring and its ethnographic heritage. The party continued with the music of Chema Abascal&Top10.

Press material

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