Brand Identity
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.

Ruis Vargas 2021 Agency Iron Press Kit № 116954

Download Press Kit № 116954

Download Press Kit № 116954 Brand Identity for Laika by Ruis Vargas to access high-res images, essential texts, translations, and exclusive interviews—all in one.


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Umano by Ruis Vargas
Umano by Ruis Vargas

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Brand Identity by Ruis Vargas
Brand Identity by Ruis Vargas

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Ruis Vargas Umano
Ruis Vargas Umano

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Ruis Vargas Brand Identity
Ruis Vargas Brand Identity

Download 1800 Pixels JPEG Image.

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LaikaBrand Logo
LaikaBrand Logo

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Laika Design Corporate Logo
Laika Design Corporate Logo

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Design Newswire
Umano Brand Identity Press Releases

Access press releases crafted for Umano in these languages: English.


Press Kit
Umano Brand Identity Media Articles

Our articles on Umano, prepared for immediate use, are offered in several languages, including Hindi, Turkish, French, Italian, Indonesian, Arabic (Standard), Spanish, Korean, Japanese, Russian, Chinese (Mandarin), German, Portuguese, Dutch and English.


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.

 Award Logo
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.

DesignPRWire
Ruis Vargas Press Releases

Access a rich repository of press releases on Ruis Vargas, offered to press and media professionals for unrestricted use in their stories. Now available: Immediate access to 7 press releases for journalists.


Umano: A Breakthrough Brand Identity Project for Ibis’s Bar

Ruis Vargas Unveils Umano, a Cultural Anthropophagy-Inspired Brand Identity Project for Ibis’s Bar in Sao Paulo


Newsroom
Ruis Vargas Newsroom

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