We first, before anything else; defined what it meant to be proudly Brazilian– to enable us to create a meaningful brand story. Through our research, the common characteristics which contributed were; the natural environment, culture, cuisine, wildlife, football, carnival/celebration, climate and multiculturalism.
We filled the walls of our studio with 100s of early ideas/sketches. Later-on, several of these were refined into concepts for Broad to review. The following image highlights a selection of logo marks generated during this process.
By combining the infinity symbol with feathers/wings, we were able to produce a final logo mark which symbolizes free movement, travel, no limits, and of course; the letter B.
To create the colour pallet, we drew inspiration from wildlife native to the Latin American countries and their natural environments in general. Continuing the narrative of free movement and travel, the primary brand colour was derived from the Hyacinth Macaw — a species of bird native to central and eastern South America.