Superlimao Hoʻoulu Hōʻike ʻOihana by Ruis Vargas

Superlimao Hoʻoulu Hōʻike ʻOihana by Ruis Vargas is a highly esteemed winner of the very prestigious 2020 A' Design Award Keleawe in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

KeleaweKiʻi· 2020

Superlimao Hoʻoulu Hōʻike ʻOihana

by Ruis Vargas

Client: Laika

A' Design Award Keleawe Winner in Kiʻi Category

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Verified Award Winner

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Colors

The Design

About Superlimao Hoʻoulu Hōʻike ʻOihana

ʻO Superlimao kahi hoʻoulu hōʻike ʻoihana i hana ʻia no kahi hui hana hoʻolālā hale ma Brazil. Loaʻa ka hoʻoulu no ka logo mai ke kālai lula grotesque, e hāʻawi ana i kahi ʻano paʻa e kūʻē ana me nā kiʻi hoʻonaninani a me nā kumu hoʻohālike waihoʻoluʻu. Aia i loko o ka hōʻike kēia mau mea: nā kāleka ʻoihana, nā peʻa no ka pani ʻana i nā envelopa, kahi hōʻike hoʻokumu a me nā palapala hoʻolaha. Hoʻopaʻi ʻia nā palapala hoʻolaha ma ka pepa offset 75 kelemika a hoʻopili ʻia i nā paia a me nā ʻaoʻao hale i mea e hōʻailona ai i ke keʻena nui a me nā wahi kūkulu hale. Hiki i ke ʻano ʻōlelo kiʻi ke lilo i mea paʻa a me ka hōʻike ikaika pū kekahi, e like me ka ʻoihana leka a me ke kūlana.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Superlimao Hoʻoulu Hōʻike ʻOihana i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Superlimao Hoʻoulu Hōʻike ʻOihana he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Superlimao Hoʻoulu Hōʻike ʻOihana i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

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

Unique Properties: To represent the aspects of the Superlimao brand, the design of the new logo was inspired by grotesque typography to contrast, by sobriety, with a series of colorful and surreal illustrations and patterns, developed for the language project, enhancing the diversity of visual discourse. Despite the sobriety, the use of the logo allows the deconstruction of its meaning in the interaction with the images, reaffirming the posture of constant reflection on architectural practice.
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 0 CMYK colors, pasted to reach a weight of 600 g. Envelope sticker matte couche 4X0 CMYK colors.
Tags: Brand, poster, logotype, illustration, visual identity, Laika Design
Production Technology: The identity project consists of business cards, printed in 600 g weight, stickers for closing envelopes, institutional presentation and posters. The latter, printed on 75 g offset paper to be glued to walls and sidings, signaling both the entry of the Superlimao headquarters and its works in progress.
Design Challenge: The challenge was to develop a brand and visual language that, besides fulfilling its functional aspects of communication, also represented the Superlimao way of creating and building. In this way, a irreverence and seriousness in the way of making architecture exists, a way that unites apparently antagonistic attitudes. Thus, the language project allows the brand to modulate its behavior, being both sober and expressive, always in function of suitability to the speech and communication context.
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 Superlimao brand.
Inspiration: Superlimao is a Brazilian architecture firm. In a plural way, it creates projects based on premises of contemporary architecture, such as respect for the environment, economical and durable productive solutions and furniture. The essence and the creative posture Superlimao, combined with respect for the canons of architecture, was the creative starting point for the development of the universe of representation images and the logo of the new brand.
Project Duration: The project started in February 2019 and finished in June 2019 in Sao Paulo, Brazil.
Operation Flow: The new brand and its visual identity elements respond to the Superlimao need to renew corporate communication. However, it manages to go further by occupying urban space. On walls and sidings of constructions, the posters function as a manifest, spreading messages and Superlimao's way of understanding architecture and urbanism, and, in addition to identifying the presence of office work by the metropolis, it works as a break from the dominant gray in the landscape of the city of Sao Paulo.
Patents: Laika Design
Team Members: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Image Credits: Laika Design