Umano Identitas Merek by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award Wesi in Desain Grafis, Ilustrasi lan Komunikasi Visual Competition Category.

WesiGrafis· 2021

Umano Identitas Merek

by Ruis Vargas

Client: Laika

A' Design Award Wesi Winner in Grafis Category

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Verified Award Winner

Verify Award Status for #116954

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Colors

The Design

About Umano Identitas Merek

Umano minangka identitas merek sing digawe kanggo bar hotel ing Sao Paulo, Brasil. Identitas iki njupuk inspirasi saka antropofagi budaya, yaiku konsep sastra sing nggabungake humor karo interpretasi bebas saka pengaruh saka njaba. Proyek iki kalebu logotype, kertu bisnis ing kertas offset 300 gram, menu, tas, desain permukaan lan poster sing dicithak ing kertas offset 75 gram lan ditempelke ing tembok njero. Grafis lan arsitektur digabungake kanggo mbentuk narasi visual sing nafsirake maneh pemandangan kutha lan puisi lokal. Tujuane yaiku kanggo ninggalake nada formal saka bar hotel tradisional.

The Recognition

About the A' Design Award Wesi

Umano Identitas Merek menang A' Design Award Wesi, pangenalan sing prestisius sing diparingake marang desain sing apik sing nyukupi kabutuhan profesional lan industri sing dikarepake saka ciptaan sing dirancang kanthi apik. Pemenang Wesi nuduhake katrampilan sing gedhe, spesialisasi sing dhuwur, pangerten ahli lan kapasitas kreatif para penciptane. Umano Identitas Merek dikarepake dadi ciptaan sing dihargai banget, dikagumi lan ditresnani sing praktis lan inovatif. Desain sing menang A' Design Award Wesi iki nggabungake praktik industri sing paling apik lan nduweni ciri teknis sing kompeten sing disambung karo kawruh lan bakat. Umano Identitas Merek diajeni amarga ketelitiane lan dirancang kanggo nyedhiyakake paningkatan kualitas urip sing mbiyantu ndadekake donya panggonan sing luwih apik.

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