D'Wierk Umano Markenidentitéit vum Designer Ruis Vargas ass en héich geschätzten Gewënner vum prestigiéisen 2021 A' Design Award an Eisen an der Wettbewerbskategorie Grafik, Illustratioun a Visuell Kommunikatiounsdesign.

EisenGrafik· 2021

Umano Markenidentitéit

vum Ruis Vargas

Client: Laika

A' Design Award an Eisen Gewënner an der Kategorie Grafik

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Verifizéierte Präisgewënner

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Säit besichen Kuckt beim A' Design Award Pressemëtteelung Award Badge

Faarwen

Den Design

Iwwer Umano Markenidentitéit

Umano ass eng Markenidentitéit, déi fir eng Hotelbar zu Sao Paulo, Brasilien, entworf gouf. D'Identitéit léint sech un d'kulturell Anthropophagie, e literaresche Konzept, dat Humor mat der fräier Neiinterpretatioun vun externen Aflëss verbënnt. D'Projet enthält e Logotyp, Visittekaarten op 300-Gramm-Offsetpapier, eng Kaart, eng Tut, e Surface-Design an Affichen, déi op 75-Gramm-Offsetpapier gedréckt an op d'Bannewänn geklieft sinn. Grafik an Architektur kombinéiere sech fir visuell Erzielunge ze bilden, déi Stadsiichten a lokal Gedichter neiinterpretéieren. D'Zil ass et, sech vum formelle Ton vun traditionelle Hotelbaren ewechzebewegen.

D'Unerkennung

Iwwer den A' Design Award an Eisen

Umano Markenidentitéit ass e Gewënner vum A' Design Award an Eisen, enger prestigiéiser Unerkennung, déi un gutt Designe vergi gëtt, déi déi professionell an industriell Ufuerderunge erfëllen, déi vu gutt gestaltene Kreatioune erwaart ginn. Eisen-Gewënner weisen déi grouss Fäegkeet, déi héich Spezialiséierung, dat Expertewëssen an d'kreativ Kapazitéit vun hire Schëpfer. Et gëtt erwaart, datt Umano Markenidentitéit eng héich geschätzt, bewonnert a beléifte Kreatioun ass, déi praktesch an innovativ ass. Dëst mam Eisen ausgezeechent Design integréiert déi beschte Praktike vun der Industrie a huet kompetent technesch Eegeschaften, déi mat Know-how an Talent verbonne sinn. Umano Markenidentitéit gëtt fir seng Grëndlechkeet respektéiert a ass gestalt, d'Liewensqualitéit ze verbesseren an ze hëllefen, d'Welt zu enger besserer Plaz ze maachen.

Hannert dem Design

Press Kit

Credits, Teammemberen an technesch Detailer vum Designer zur Verfügung gestallt.

Eenzegaarteg Eegeschaften: 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.
Dimensiounen & Verpackung: 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
Produktiounstechnologie: 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.
Design Erausfuerderung: 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.
Fuerschung: 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.
Inspiratioun: 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.
Projetdauer: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Operatiounsablaf: 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.
Patenten: Laika Design
Teammemberen: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Bildnoweis: Laika Design