Compartamos is a Mexican microfinance company that started out as a charity, but over time developed into a corporation with different subsidiaries. Last week, it announced it would introduce a new corporate umbrella brand called Gentera. The new brand was designed by Mexican design agency Ideograma, who also reviewed the brand hierarchy.
The manufactured name contains different words with positive connotations, such as gente ("people"), gen, generar, era and entera ("entire"). The symbol is combination of the logos for Gentera's three primary subsidiaries, Compartamos (microfinance), Aterna (microinsurance) and Yastás.