Dizajn Umano Značková identita od dizajnéra Ruis Vargas je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2021 Železná cena A' Design Award v súťažnej kategórii Grafika.

ŽeleznáGrafika· 2021

Umano Značková identita

od Ruis Vargas

Klient: Laika

Víťaz ocenenia Železná cena A' Design Award v kategórii Grafika

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Dizajn

O dizajne Umano Značková identita

Umano je značková identita vytvorená pre hotelový bar v Sao Paule v Brazílii. Identita vychádza z kultúrneho antropofagizmu, literárneho konceptu, ktorý spája humor so slobodnou reinterpretáciou vonkajších vplyvov. Projekt zahŕňa logotyp, vizitky na 300-gramovom offsetovom papieri, menu, tašku, dizajn povrchov a plagáty tlačené na 75-gramovom offsetovom papieri a nalepené na vnútorné steny. Grafika a architektúra sa spájajú a vytvárajú vizuálne príbehy, ktoré reinterpretujú mestské pohľady a miestne básne. Cieľom je odkloniť sa od formálneho tónu tradičných hotelových barov.

Ocenenie

O ocenení Železná cena A' Design Award

Umano Značková identita je laureát Železnej ceny A' Design Award, prestížneho uznania udeľovaného dobrým dizajnom, ktoré spĺňajú profesionálne a priemyselné požiadavky očakávané od dobre navrhnutých výtvorov. Laureáti Železnej ceny preukazujú veľkú zručnosť, vysokú špecializáciu, odborné porozumenie a tvorivé schopnosti svojich tvorcov. Od Umano Značková identita sa očakáva, že bude vysoko cenený, obdivovaný a milovaný výtvor, ktorý je praktický a inovatívny. Tento dizajn ocenený Železnou cenou A' Design Award zahŕňa najlepšie postupy v odvetví a má kompetentné technické vlastnosti spojené s know-how a talentom. Vďaka svojej dôkladnosti si Umano Značková identita zaslúži rešpekt a jeho úlohou je prinášať zlepšenia kvality života, ktoré pomáhajú robiť svet lepším miestom.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: 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.
Štítky: Brand, poster, logotype, illustration, visual identity, Laika Design
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Pracovný postup: 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.
Patenty: Laika Design
Členovia tímu: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Zdroje obrázkov: Laika Design