Karya Umano Identitas Merek oleh Ruis Vargas adalah pemenang yang sangat dihormati dari 2021 A' Design Award Besi yang sangat bergengsi dalam Kategori Kompetisi Desain Grafis, Ilustrasi dan Komunikasi Visual.

BesiGrafis· 2021

Umano Identitas Merek

oleh Ruis Vargas

Klien: Laika

Pemenang A' Design Award Besi dalam Kategori Grafis

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Tentang Umano Identitas Merek

Umano adalah identitas merek yang diciptakan untuk sebuah bar hotel di Sao Paulo, Brasil. Identitas ini terinspirasi dari antropofagi budaya, sebuah konsep sastra yang memadukan humor dengan reinterpretasi bebas atas pengaruh-pengaruh dari luar. Proyek ini mencakup logotype, kartu nama di atas kertas offset 300 gram, buku menu, tas, desain permukaan, serta poster yang dicetak pada kertas offset 75 gram dan ditempelkan pada dinding interior. Grafis dan arsitektur berpadu membentuk narasi visual yang menafsirkan ulang pemandangan kota dan puisi-puisi lokal. Tujuannya adalah menjauh dari nuansa formal bar hotel konvensional.

Pengakuan

Tentang A' Design Award Besi

Umano Identitas Merek adalah pemenang A' Design Award Besi, pengakuan yang bergengsi yang diberikan kepada desain yang baik yang memenuhi persyaratan profesional dan industri yang diharapkan dari kreasi yang dirancang dengan baik. Pemenang Besi menunjukkan keterampilan yang besar, spesialisasi yang tinggi, pemahaman ahli, dan kapasitas kreatif para penciptanya. Umano Identitas Merek diharapkan menjadi kreasi yang sangat dihargai, dikagumi, dan dicintai yang praktis dan inovatif. Desain pemenang A' Design Award Besi ini mengintegrasikan praktik terbaik industri dan memiliki karakteristik teknis yang kompeten yang terkait dengan pengetahuan teknis dan bakat. Umano Identitas Merek dihormati karena ketelitiannya dan dirancang untuk memberikan peningkatan kualitas hidup yang membantu menjadikan dunia tempat yang lebih baik.

Di Balik Desain

Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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.
Dimensi & Kemasan: 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.
Tag: Brand, poster, logotype, illustration, visual identity, Laika Design
Teknologi Produksi: 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.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Alur Operasi: 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.
Paten: Laika Design
Anggota Tim: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Kredit Gambar: Laika Design