Umano ອັດຕະລັກສະນະຍີ່ຫໍ້ by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award ລະດັບເຫຼັກ in ການອອກແບບກຣາຟິກ, ພາບປະກອບ ແລະ ການສື່ສານດ້ວຍພາບ Competition Category.
ເຫຼັກກຣາຟິກ· 2021
Umano ອັດຕະລັກສະນະຍີ່ຫໍ້
by Ruis Vargas
Client: Laika
A' Design Award ລະດັບເຫຼັກ Winner in ກຣາຟິກ Category
Verified Award Winner
Verify Award Status for #116954The Design
About Umano ອັດຕະລັກສະນະຍີ່ຫໍ້
Umano ແມ່ນອັດຕະລັກສະນະຍີ່ຫໍ້ທີ່ຖືກສ້າງຂຶ້ນສໍາລັບບາໂຮງແຮມແຫ່ງໜຶ່ງໃນເມືອງເຊົາເປົາໂລ ປະເທດບຣາຊິນ. ອັດຕະລັກສະນະນີ້ໄດ້ນໍາເອົາແນວຄວາມຄິດຈາກ cultural anthropophagy ເຊິ່ງເປັນແນວຄວາມຄິດທາງວັນນະຄະດີທີ່ຮວມເອົາຄວາມຕະຫລົກເຂົ້າກັບການຕີຄວາມໝາຍໃໝ່ຢ່າງອິດສະລະຈາກອິດທິພົນພາຍນອກ. ໂຄງການນີ້ປະກອບດ້ວຍໂລໂກ້, ນາມບັດທີ່ພິມໃສ່ເຈ້ຍອອບເຊັດຂະໜາດ 300 ກຣາມ, ເມນູ, ຖົງ, ການອອກແບບພື້ນຜິວ ແລະ ໂປສເຕີທີ່ພິມໃສ່ເຈ້ຍອອບເຊັດຂະໜາດ 75 ກຣາມ ແລ້ວຕິດເຂົ້າກັບຝາຝາຍພາຍໃນ. ວຽກກຣາຟິກ ແລະ ສະຖາປັດຕະຍະກໍາໄດ້ຖືກປະສົມປະສານກັນເພື່ອສ້າງເລື່ອງລາວທາງສາຍຕາທີ່ຕີຄວາມໝາຍໃໝ່ໃຫ້ກັບທັດສະນີຍະພາບຂອງເມືອງ ແລະ ບົດກະວີທ້ອງຖິ່ນ. ຈຸດປະສົງແມ່ນເພື່ອຫລີກຫນີຈາກໂຕນສຽງທາງການຂອງບາໂຮງແຮມແບບດັ້ງເດີມ.
The Recognition
About the A' Design Award ລະດັບເຫຼັກ
Umano ອັດຕະລັກສະນະຍີ່ຫໍ້ ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບເຫຼັກ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສຳລັບການອອກແບບທີ່ດີ ທີ່ຕອບສະໜອງຄວາມຕ້ອງການທາງວິຊາຊີບ ແລະ ອຸດສາຫະກຳທີ່ຄາດຫວັງຈາກຜົນງານທີ່ອອກແບບມາຢ່າງດີ. ຜູ້ຊະນະລະດັບເຫຼັກສະແດງເຖິງທັກສະອັນຍິ່ງໃຫຍ່ ຄວາມຊຳນານສະເພາະສູງ ຄວາມເຂົ້າໃຈຂອງຜູ້ຊ່ຽວຊານ ແລະ ຄວາມສາມາດໃນການສ້າງສັນຂອງຜູ້ສ້າງ. Umano ອັດຕະລັກສະນະຍີ່ຫໍ້ ຖືກຄາດວ່າຈະເປັນຜົນງານທີ່ໄດ້ຮັບການຍົກຍ້ອງສູງ ໜ້າຊົມເຊີຍ ແລະ ເປັນທີ່ຮັກແພງ ທີ່ໃຊ້ງານໄດ້ຈິງ ແລະ ມີນະວັດຕະກຳ. ການອອກແບບທີ່ຊະນະລະດັບເຫຼັກນີ້ລວມວິທີປະຕິບັດທີ່ດີທີ່ສຸດຂອງອຸດສາຫະກຳ ແລະ ມີຄຸນລັກສະນະທາງເຕັກນິກທີ່ມີຄວາມສາມາດ ເຊື່ອມໂຍງກັບຄວາມຮູ້ ແລະ ພອນສະຫວັນ. Umano ອັດຕະລັກສະນະຍີ່ຫໍ້ ໄດ້ຮັບການເຄົາລົບສຳລັບຄວາມລະອຽດຮອບຄອບ ແລະ ຖືກອອກແບບເພື່ອປັບປຸງຄຸນນະພາບຊີວິດ ຊ່ວຍເຮັດໃຫ້ໂລກເປັນບ່ອນທີ່ດີຂຶ້ນ.
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
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