Umano
Brand Identity for Laika
The Umano bar was designed to serve customers of the Ibis hotel in the Ibirapuera neighborhood, in Sao Paulo, offering quality services with convenience. It was essential to provide its guests an equally close, pleasant, sophisticated and typically Sao Paulo space. Traditionally, guests tend to seek entertainment in the most central neighborhoods, facing problems with regard to urban mobility. Thus, Umano contributes locally to this issue and offers its guests and the hotel's own neighborhood a new place of entertainment with a Sao Paulo style of living.
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Umano by Ruis Vargas
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Brand Identity by Ruis Vargas
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Ruis Vargas Umano
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Ruis Vargas Brand Identity
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LaikaBrand Logo
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Umano Brand Identity Press Releases
Press releases for Umano are now accessible in these languages: English.
Umano Brand Identity Media Articles
Access our collection of Umano articles, ready for use and offered in languages: Spanish, English, Indonesian, Arabic (Standard), Korean, Japanese, Russian, Chinese (Mandarin), Hindi, Turkish, French, Italian, German, Portuguese and Dutch.
Unique Properties
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.
Tags
Brand, poster, logotype, illustration, visual identity, Laika Design
Production Technology
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 Challenge
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.
Project Duration
The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Operation Flow
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.
Research
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.
Inspiration
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.
Image Credits
Laika Design
Project Overview
Umano Brand Identity has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Iron Recognition
Ruis Vargas was recognized with the coveted Iron A' Design Award in 2021, a testament to excellence of their work Umano Brand Identity.
Ruis Vargas Press Releases
Discover Ruis Vargas's journey through our press releases, available for all press members and journalists to use without restrictions. Immediate access is granted to 3 press releases for all journalists.
Umano: A Breakthrough Brand Identity Project for Ibisâs Bar
Ruis Vargas Unveils Umano, a Cultural Anthropophagy-Inspired Brand Identity Project for Ibisâs Bar in Sao Paulo
Ruis Vargas Newsroom
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