CREATIVE BRIEF

VISUAL IDENTITY: São Paulo
​​​​​​​Final Project for Graphic Design Specialization, Inedi Design School, 2019
CHALLENGE
After completing three required graphic design modules, I applied my new skills to create and present a visual identity within the theme of “The City” or “La Ciudad”.
SOLUTION PROPOSAL
The visual identity “São Paulo” is inspired by two subpopulations that are perhaps less likely to come to mind first when we think of this metropolis -- Japanese-Brazilians and pixadores (specifically, their protest and process of marking the city) -- but that form essential parts of the culture and influence the appearance of the region.
A diverse city, São Paulo is home to the largest Japanese immigrant population outside of Japan. In this visual identity, Japanese characters are integrated into all compositions, mainly in titles and slogans.
São Paulo is covered in pixação, which started appearing in the 1980s in protest against the military dictator. The practice continues today, however the dictatorship has been replaced by democracy and capitalism. This strong visual aesthetic defines the color palette of “São Paulo”, which is simple: black and white with a red accent color. White is always the background color and represents the canvases that are the buildings of the city. Black is used for all text, and typifies the dark ink used in traditional Japanese calligraphy and the cheap black paint used by pixadores. Understood in color psychology as a color of energy, war, danger, strength, power, determination, red is an appropriate accent color to embody the emotions and motives that surround any modern protest movement. Red and white are also found on the national flag of Japan.
The “São Paulo” identity is further defined by vertical compositions of elements (text, images, etc.) to visually embody the tall buildings that pixadores climb, each time attempting to surpass the last pixador. Risking their lives, pixadores remind all that the economic growth and prosperity of the region has not benefited all and there remain significant differences in the quality of life of Paulistas.
DELIVERABLES
LOGO
BRAND MANUAL
TRI-FOLD PAMPHLET DESIGN
RETRACTABLE POSTER DESIGN
EDITORIAL DESIGN
TRI-FOLD PAMPHLET DESIGN
EDITORIAL DESIGN
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