Umano Identitet marke – dizajner Ruis Vargas

Dizajn Umano Identitet marke čiji je autor Ruis Vargas iznimno je cijenjeni dobitnik prestižne nagrade 2021 Željezna nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Grafike, Ilustracije i Vizualne Komunikacije.

ŽeljezoGrafika· 2021

Umano Identitet marke

autor/ica Ruis Vargas

Klijent: Laika

Dobitnik nagrade Željezna nagrada A' Design Award u kategoriji Grafika

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Dizajn

O dizajnu Umano Identitet marke

Umano je vizualni identitet kreiran za hotelski bar u São Paulu, Brazil. Identitet se oslanja na kulturni antropofagizam, književni koncept koji spaja humor sa slobodnom reinterpretacijom vanjskih utjecaja. Projekt uključuje logotip, posjetnice na ofsetnom papiru od 300 grama, jelovnik, vrećicu, dizajn površina te postere tiskane na ofsetnom papiru od 75 grama i zalijepljene na unutarnje zidove. Grafika i arhitektura spajaju se u vizualne narative koji reinterpretiraju gradske prizore i lokalne pjesme. Cilj je udaljiti se od formalnog tona tradicionalnih hotelskih barova.

Priznanje

O nagradi Željezna nagrada A' Design Award

Umano Identitet marke je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaratelja. Očekuje se da Umano Identitet marke bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Umano Identitet marke se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvalitete života koja pomažu da svijet postane bolje mjesto.

Iza dizajna

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Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: 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.
Oznake: Brand, poster, logotype, illustration, visual identity, Laika Design
Proizvodna tehnologija: 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.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Tijek rada: 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.
Patenti: Laika Design
Članovi tima: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Zasluge za fotografije: Laika Design