Umano Hunaniaeth Brand by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 Gwobr Haearn A' Design Award in Graffeg Competition Category.

HaearnGraffeg· 2021

Umano Hunaniaeth Brand

by Ruis Vargas

Client: Laika

Gwobr Haearn A' Design Award Winner in Graffeg Category

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Verified Award Winner

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Colors

The Design

About Umano Hunaniaeth Brand

Mae Umano yn hunaniaeth brand a grëwyd ar gyfer bar gwesty yn Sao Paulo, Brasil. Mae'r hunaniaeth yn tynnu ar anthropoffagi diwylliannol, cysyniad llenyddol sy'n cyfuno hiwmor gydag ailddehongliad rhydd o ddylanwadau allanol. Mae'r prosiect yn cynnwys logo, cardiau busnes ar bapur offset 300 gram, bwydlen, bag, dyluniad arwyneb a phosteri wedi'u hargraffu ar bapur offset 75 gram ac wedi'u gludo i'r waliau mewnol. Mae graffeg a phensaernïaeth yn cyfuno i ffurfio naratifau gweledol sy'n ailddehongli golygfeydd dinesig a cherddi lleol. Nod y prosiect yw symud i ffwrdd o naws ffurfiol barrau gwestai traddodiadol.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Umano Hunaniaeth Brand yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Umano Hunaniaeth Brand fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Umano Hunaniaeth Brand am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Sao Paulo bears the stigma of being a serious and unwelcoming city and their resident is reputed to be less than hospitable. However, since the beginning of the 20th century, there has been a cultural tradition in the city permeated by a sense of humor and artistic invention. Cultural anthropophagy is a product of this. The Umano name and identity project is a break from the traditional seriousness of hotels - a materialized rupture, physically and graphically.
Dimensions & Packaging: Poster sheet format 420 mm x 620 mm on offset paper 75 g. Printed in 4X0 CMYK colors. Business card format 90 x 50 mm printed on 300 g offset paper, in 4 x 4 CMYK colors.
Tags: Brand, poster, logotype, illustration, visual identity, Laika Design
Production Technology: To reify the brand, the identity project consists of business cards, printed in 300 g weight, menu, bag, surface design, architecture interaction and posters. The latter, printed on 75 g offset paper to be glued to walls and sidings inside of the Umano bar.
Design Challenge: Sao Paulo is a city that rebuilds itself every day, houses are demolished and buildings are built quickly, generating trendy neighborhoods at every moment and many regions end up losing their cultural relevance, causing tourists to focus only on these islands of services. The Umano bar needed to be an entertainment and service option authentically from Sao Paulo and that would generate a more intense nightlife in his neighborhood, making loyal the hotel public of the region.
Research: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of its meaning, an affirmation, and the need to design small graphic narratives. Thus, the brand and its visual identity elements, made by Laika, allow the creation of diverse visual narratives, which contemplate the daily needs of communication and realization of the culture of the Umano brand.
Inspiration: The premise to develop a new brand for Ibis’s bar was cultural anthropophagy, a literary concept created by Oswald de Andrade, writer and poet from Sao Paulo. The principal aspect about cultural anthropophagy is the sense of humor: only concerns me what is not mine, say the poet. And an unusual behaviour, which is defined by devour without prejudice any culture that is foreign to it. That concept was the inspiration to create the Umano spirit and the brand’s lifestyle.
Project Duration: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Operation Flow: In the Umano bar, the symbiosis between design and architecture allows to fill every spot of the bar with visual narratives, which invite the client to experience reinterpretations of the city's sights: the geometric designs of the sidewalks or representations of iconic buildings, namely Copan. Many icons are reinterpreted by the language project, such as excerpts of songs and clippings of poems by authors from the city. The client finds a city which deconstructs its seriousness and coldness.
Patents: Laika Design
Team Members: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Image Credits: Laika Design