Umano 品牌形象 by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award 鐵獎 in 平面設計 Competition Category.

鐵平面· 2021

Umano 品牌形象

by Ruis Vargas

Client: Laika

A' Design Award 鐵獎 Winner in 平面 Category

12,414

Verified Award Winner

Verify Award Status for #116954

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Umano 品牌形象

Umano係為巴西聖保羅一間酒店酒吧創作嘅品牌形象設計。呢個形象設計汲取咗「文化食人主義」（cultural anthropophagy）呢個概念嘅精髓——一種將幽默感同對外來文化嘅自由重新詮釋相結合嘅文學概念。項目包括標誌設計、印製喺300克膠版紙上嘅名片、菜單、紙袋、表面設計，以及印製喺75克膠版紙並黏貼喺室內牆壁上嘅海報。平面設計同建築空間互相結合，形成視覺敘事，重新演繹城市景觀同本地詩歌。呢個設計嘅目標係擺脫傳統酒店酒吧嗰種拘謹嘅正式格調。

The Recognition

About the A' Design Award 鐵獎

Umano 品牌形象是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Umano 品牌形象將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Umano 品牌形象因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

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