Umano Brand Identity by Ruis Vargas

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DESIGN DETAILS
DESIGN NAME:
Umano

PRIMARY FUNCTION:
Brand Identity

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.

FITS BEST INTO CATEGORY:
Graphics, Illustration and Visual Communication Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2021-01-29 21:42:35

TEAM MEMBERS (1) :
Ruis Vargas, Creative Director, Agnes Svilenov, Designer

IMAGE CREDITS:
Laika Design

PATENTS/COPYRIGHTS:
Laika Design

Visit the following page to learn more: http://www.laika.com.br
CLIENT/STUDIO/BRAND DETAILS
NAME:
Laika

PROFILE:
Laika is a design studio in a small tree-lined village in São Paulo. Just like the space travel female dog that gave its name to the Laika office, it's a way of looking at the same object from a different point of view. Since 2001, Laika has been traveling through the most diverse design modalities, always beginning from a method that starts from semiology and discourse analysis, for brand building.

NOMINATION DETAILS

Umano Brand Identity by Ruis Vargas is a Nominee in Graphics, Illustration and Visual Communication Design Category.

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AWARD DETAILS

Umano Brand Identity by Ruis Vargas is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.



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