STATE GOVERNMENT OF MINAS GERAISSTATE GOVERNMENT Design & Branding, Case study [D]IVERSITY + [D]ESIGN = [B]IENNIAL by GRECO DESIGN

[D]IVERSITY + [D]ESIGN = [B]IENNIAL

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Industry Business equipment & services, Corporate Image
Media Design & Branding, Case study
Market Brazil
Agency GRECO DESIGN
Creative Director Gustavo Greco
Released May 2013

Awards

Cannes Lions 2013
Design Lions Large Scale Logo and Visual Design Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Large Scale Logo and Visual Design
Advertiser: STATE GOVERNMENT OF MINAS GERAIS
Product/Service: IV BRAZILIAN DESIGN BIENNIAL
Agency: GRECO DESIGN Belo Horizonte, BRAZIL

Creative Director: Gustavo Greco (Greco Design)
Creative Manager: Tidé (Greco Design)
Graphic Designer: Ricardo Donato (Greco Design)
Account Manager: Laura Scofield (Greco Design)
Production Manager: Alexandre Fonseca (Greco Design)

Brief Explanation
In order to represent the historical path of Brazilian design and emphasize the diversity of the elements featured in the shows, the brand should materialize such concepts, with a graphic solution able to establish a dialogue with the public at large rather than only with professionals from the field.

Describe the brief from the client
Create the visual identity for the 4th national design biennial in Brazil.
The event, to be held in the 3rd largest state capital in the country, presented the theme "Brazilian Diversity". To do so, we decided to use our multiple diversities as a starting point: natural resources diversity, plurality and industrial/handmade production. The result should then be as flexible as the infinite possibilities for manifestations of the record of the ages of man through design.


Design Process
We created a variable identity, in which two letters "D" (representing Design and Diversity) featured in different types, alternating to form a "B" (representing Biennial). The variations represent the different topics featured in the shows, such as jewelry, mobility, handmade crafts, furniture, among others, emphasizing even further the main theme of the Biennial: Brazilian cultural diversity. To promote the event around the city, urban signage called "B" totems were set up. In addition to functioning as signage, they pointed out a path that unveiled the Biennial exhibition sites. By mingling with the urban scene, the totems restated the presence of design in people's day-to-day lives.


Results
— 80.000 visitors to the exhibits;
— 133.000 hits on the official Biennial website;
— Poster Workshop: participants could choose their own combination of "Ds" to form a "B". In this way participants created their own individual interpretation, and added to the diversity, of how the Biennial should be represented graphically.