Adsarchive » Design & Branding » SEBRAE RJ » RIO + DESIGN


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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Creative Director Ricardo Leite
Designer Ana Asch, Marcela Leite
Released April 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: SEBRAE RJ
Date of First Appearance: Apr 22 2010 12:00AM
Entrant Company: CRAMA DESIGN ESTRATEGICO, Rio de Janeiro, BRAZIL
Creative Director: Ricardo Leite (Crama Design)
Planning & Client Services Director: Theiza Conte Paiva (Crama Design)
Design Manager: Helena Guedes (Crama Design)
Design Manager: Ana Cotta (Crama Design)
Product Design Manager: Daniel Pan (Crama Design)
Acount Executive: Raquel Varjão (Crama Design)
Designer: Ana Asch (Crama Design)
Designer: Marcela Leite (Crama Design)
Media placement: Event Activity - Milan - Italy - 22 To 27 April 2010

Describe the challenges and key objectives
How can we associate Rio’s natural beauty as a source of inspiration for its happy, creative and warm people? And in doing so, how can we avoid the use of the obvious city’s icons (the Christ, the Redeemer statue or the Copacabana pavement pattern) in the logo’s symbolic representation? It was necessary to focus on design’s benefits and not the design itself, highlighting its essential role on everyday’s life.

Describe the brief from the client
Develop logo, visual identity and communication concepts for Design Week in Rio de Janeiro, highlighting design and its importance in our everyday life. Elevate Rio to the status of Brazil’s creative capital, enhancing its tourism and business opportunities. The place where Samba and Bossa Nova were born, known for its joyful soccer and home to the world’s largest popular party (carnaval and the Schools of Samba parade), Rio became a part of the international design calendar since 2009.

Describe how you arrived at the final design
The sun was chosen as the city’s symbol, since Rio is almost a perpetual “sunny and warm summer”. The sun rises and sets, shedding light on Rio’s natural beauty and energizing its creative and lively people. The result was a free logo, both organic and smooth. Through the sun’s movement we count the passage of days. And as the sun’s light bathes ordinary objects, it generates colorful shadows; a perfect translation to the benefits of design as it improves and inspires lives. With messages such as “DESIGN TO INFORM”, “COLLECTIVE DESIGN”, “DESIGN TO REST” spread all over town, we made it clear to our target that design is a part of our everyday experiences.

Give some indication of how successful the outcome was in the market
Rio + Design prompted designers, businessmen and the people of Rio, that started seeing design as a tool present in their everyday lives. The event generated an intense round of business and fomented the closing of several deals that shook o market. As a direct result, Rio+Design now stands as “the” look of Rio’s design at international events such as the 49º Salone Internazionale del Móbile, in Milan, in April, 2010.