Umano Identidade de Marca de Ruis Vargas

O deseño Umano Identidade de Marca de Ruis Vargas é un estimado gañador do moi prestixioso 2021 A' Design Award de Ferro na Categoría de Competición Deseño Gráfico, Ilustración e Comunicación Visual.

FerroGráfico· 2021

Umano Identidade de Marca

de Ruis Vargas

Cliente: Laika

Gañador do A' Design Award de Ferro na Categoría Gráfico

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Cores

O Deseño

Sobre Umano Identidade de Marca

Umano é unha identidade de marca creada para o bar dun hotel en São Paulo, Brasil. A identidade baséase na antropofaxia cultural, un concepto literario que une o humor coa reinterpretación libre de influencias externas. O proxecto inclúe un logotipo, tarxetas de visita en papel offset de 300 gramos, unha carta de menú, unha bolsa, deseño de superficies e carteis impresos en papel offset de 75 gramos e pegados nas paredes interiores. Os gráficos e a arquitectura combínanse para formar narrativas visuais que reinterpretan as paisaxes urbanas e os poemas locais. O obxectivo é afastarse do ton formal dos bares de hotel tradicionais.

O Recoñecemento

Sobre o A' Design Award de Ferro

Umano Identidade de Marca gañou o A' Design Award de Ferro, un recoñecemento prestixioso outorgado a bos deseños que cumpren os requisitos profesionais e industriais esperados de creacións ben deseñadas. Os gañadores Ferro demostran a gran habilidade, a alta especialización, a comprensión experta e a capacidade creativa dos seus creadores. Espérase que Umano Identidade de Marca sexa unha creación moi apreciada, admirada e querida que é práctica e innovadora. Este deseño gañador do A' Design Award de Ferro integra as mellores prácticas do sector e ten características técnicas competentes ligadas ao saber facer e ao talento. Umano Identidade de Marca é respectado pola súa minuciosidade e está deseñado para proporcionar melloras na calidade de vida que axudan a facer do mundo un lugar mellor.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: 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.
Dimensións e Embalaxe: 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.
Etiquetas: Brand, poster, logotype, illustration, visual identity, Laika Design
Tecnoloxía de Produción: 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.
Reto de Deseño: 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.
Investigación: 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.
Inspiración: 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.
Duración do Proxecto: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Fluxo de Operacións: 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.
Patentes: Laika Design
Membros do Equipo: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Créditos das Imaxes: Laika Design