Umano Blagovna identiteta – avtor Ruis Vargas

Delo Umano Blagovna identiteta avtorja Ruis Vargas je izjemno cenjeni dobitnik prestižne nagrade 2021 Železna nagrada A' Design Award v tekmovalni kategoriji Grafično oblikovanje, ilustracija in vizualna komunikacija.

ŽeleznaGrafika· 2021

Umano Blagovna identiteta

avtor/ica: Ruis Vargas

Naročnik: Laika

Dobitnik nagrade Železna nagrada A' Design Award v kategoriji Grafika

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Preverite status nagrade za #116954

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Barve

Dizajn

O dizajnu Umano Blagovna identiteta

Umano je blagovna identiteta, ustvarjena za hotelski bar v São Paulu v Braziliji. Identiteta izhaja iz kulturnega antropofagizma, literarnega koncepta, ki združuje humor s svobodno reinterpretacijo zunanjih vplivov. Projekt vključuje logotip, vizitke na 300-gramskem ofsetnem papirju, jedilnik, vrečko, oblikovanje površin ter plakate, natisnjene na 75-gramskem ofsetnem papirju in nalepljene na notranje stene. Grafika in arhitektura se združujeta v vizualne pripovedi, ki na nov način interpretirajo mestne prizore in lokalne pesmi. Cilj je oddaljitev od formalnega tona tradicionalnih hotelskih barov.

Priznanje

O nagradi Železna nagrada A' Design Award

Umano Blagovna identiteta je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Umano Blagovna identiteta se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Umano Blagovna identiteta zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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 in embalaža: 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.
Oblikovalski izziv: 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.
Raziskave: 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.
Potek delovanja: 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
Člani ekipe: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Zasluge za slike: Laika Design