The key message of the brand's position was "Family development", emphasizing the warmth and care for the future residents of each house built by the company. Elba combines two characters. The basis of the brand is masculinity, calmness, attention to detail, understanding of one's path and confidence in achieving one's goal. This emotional field is expressed in the left part of the logo and in the basic color graphics. The right side reflects the transition from male to female - the field for emotions, softness, sensitivity, naivety, brightness, warmth and light is symbolically expressed: the female quivering character.