Disainilahendus Umano Brändi identiteet, autor Ruis Vargas

Disainilahendus Umano Brändi identiteet, mille autor on Ruis Vargas, on kõrgelt hinnatud 2021 auhinna Rauaauhind A' Design Award võitja konkursi kategoorias Graafika, illustratsiooni ja visuaalse kommunikatsiooni disain.

RaudGraafika· 2021

Umano Brändi identiteet

disainer: Ruis Vargas

Klient: Laika

Auhind Rauaauhind A' Design Award kategoorias Graafika

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Värvid

Disain

Teosest Umano Brändi identiteet

Umano on brändi identiteet, mis on loodud hotellibaarile Sao Paulos, Brasiilias. Identiteet toetub kultuurilisele antropofaagiale, kirjanduslikule kontseptsioonile, mis ühendab humoori väliste mõjutuste vaba taasesindamisega. Projekt hõlmab logotüüpi, 300-grammisele ofsetpaberile trükitud visiitkaarte, menüüd, kotti, pinnakujundust ja plakateid, mis on trükitud 75-grammisele ofsetpaberile ja kleebitud sisemistele seintele. Graafika ja arhitektuur ühinevad, luues visuaalseid narratiive, mis tõlgendavad uuesti linnavaateid ja kohalikke luuletusi. Eesmärk on eemalduda traditsiooniliste hotellibaaride formaalsest toonist.

Tunnustus

Auhinnast Rauaauhind A' Design Award

Umano Brändi identiteet on Rauaauhinna A' Design Award võitja, prestiižikas tunnustus, mis antakse headele disainidele, mis vastavad professionaalsetele ja tööstuslikele nõuetele, mida oodatakse hästi disainitud töödelt. Raudvõitjad näitavad oma loojate suurt oskust, kõrget spetsialiseerumist, asjatundlikku mõistmist ja loomingulist võimekust. Umano Brändi identiteet peaks olema kõrgelt hinnatud, imetletud ja armastatud looming, mis on praktiline ja uuenduslik. See Rauaauhinna A' Design Award võidudisain ühendab tööstuse parimaid tavasid ning tal on pädevad tehnilised omadused, mis on seotud oskusteabe ja andega. Umano Brändi identiteet on austatud oma põhjalikkuse eest ning on loodud pakkuma elukvaliteedi parandusi, mis aitavad teha maailma paremaks paigaks.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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.
Mõõtmed ja pakend: 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.
Sildid: Brand, poster, logotype, illustration, visual identity, Laika Design
Tootmistehnoloogia: 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.
Disainiülesanne: 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.
Uurimistöö: 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.
Inspiratsioon: 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.
Projekti kestus: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Tööprotsess: 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.
Patendid: Laika Design
Meeskonnaliikmed: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Piltide autorid: Laika Design