Umano Brand Identity

Umano Brand Identity is an innovative and culturally significant brand design project that reimagines hospitality aesthetics through the lens of São Paulo's rich cultural heritage. Created in 2020, this comprehensive visual identity system embodies the concept of cultural anthropophagy, a literary principle that embraces the fusion of diverse cultural elements, challenging traditional hotel bar conventions through sophisticated design elements and visual narratives. The identity encompasses various touchpoints including business cards, menus, surface designs, architectural interactions, and distinctive poster series, all unified through a cohesive visual language that celebrates the city's vibrant character. The design successfully addresses urban mobility challenges by creating a locally-anchored entertainment destination that reflects São Paulo's unique spirit, breaking away from conventional hospitality design approaches. Through its implementation, the identity system creates immersive experiences by incorporating geometric patterns inspired by local sidewalks, interpretations of iconic architecture, and cultural references from literature and music, all rendered through a sophisticated visual vocabulary. The project, which earned recognition at the A' Design Award Competition in the Graphics, Illustration and Visual Communication Design category, demonstrates exceptional technical execution across multiple formats, including precisely specified printed materials such as 420 x 620 mm posters and meticulously crafted business cards. Its innovative approach to brand storytelling effectively deconstructs the perceived formality of hotel spaces while maintaining professional sophistication, creating a harmonious balance between local cultural authenticity and contemporary design sensibilities.

Author: Adam Dawson

Keywords: brand identity design, cultural anthropophagy, hospitality branding, visual narrative, São Paulo culture, environmental graphics

SOURCES:
https://competition.adesignaward.com/116954

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