The Amazônia is a magnificent biome, both in size and ecological richness, occupying a total area of 6.74 million km², encompassing approximately nine countries: Brazil, Bolivia, Colombia, Ecuador, Guyana, Peru, Suriname, Venezuela, and French Guiana. Amazonian biodiversity is so vast that researchers continue to discover and catalog new species constantly. Furthermore, it possesses a diversity of landscapes within a complex ecosystem. Its plurality is also observed in its population, with a variety of knowledge, traditions, languages, flavors, arts, and much more.
With the aim of promoting sustainable tourism in the nine states of the Legal Amazônia, the Brazilian Agency for International Tourism Promotion (Embratur), in partnership with the Integrated Amazonian Routes (RAI), presented the Amazônia logo. The challenge and objective is to represent in a single brand the entire diversity of the Amazônia, in its natural and biological, cultural and social riches, and in this way, promote local initiatives in tourism, arts, dance, crafts, music, gastronomy and various other activities.
With the aim of promoting sustainable tourism in the nine states of the Legal Amazônia, the Brazilian Agency for International Tourism Promotion (Embratur), in partnership with the Integrated Amazonian Routes (RAI), presented the Amazônia logo. The challenge and objective is to represent in a single brand the entire diversity of the Amazônia, in its natural and biological, cultural and social riches, and in this way, promote local initiatives in tourism, arts, dance, crafts, music, gastronomy and various other activities.
The work was developed by the São Paulo-based agency FutureBrand and co-created with artists from the nine states of the region, with the aim of "expressing and respecting the cultural diversity of this vast space," according to the brand's website. The production features names such as illustrators Cristo, Winy Tapajós, Malu Menezes, and Beatriz Belo; photographers Ori Junior and Bob Menezes; letterer Odir Abreu, from the Instituto Letras que Flutuam; and audiovisual presentation production by Marahu, from Pará.
The brand attracted attention, mainly, for its typography created from the geography of the Amazonian rivers and the curves of the 25,000-kilometer hydrographic basin. Called "igaratipo," the alphabet was developed based on satellite images, with real coordinates, of the Amazon River and its affluents.
The brand attracted attention, mainly, for its typography created from the geography of the Amazonian rivers and the curves of the 25,000-kilometer hydrographic basin. Called "igaratipo," the alphabet was developed based on satellite images, with real coordinates, of the Amazon River and its affluents.
The initiative adopted the concept of a living brand, which can adapt to each region and situation, having predefined colors and elements that can be used in various applications. This alternative embraces the diversity of the Amazon region, whose nine states possess unique fauna, flora, gastronomy, history, art, and culture. Furthermore, the "Made in Amazonia" seal was created, which will be used on a variety of local products, proving the product's origin and guaranteeing income generation for entrepreneurs and artisans in the region.
Reception
On social media, the project gained traction among the public and raised debate about identity issues and a sense of belonging to the territory, given that the agency responsible for creating the brand is a company from São Paulo, although the project's promotion highlights the partnership and collaboration of local artists. The criticism lies in the recurring practice of people and organizations external to the territory communicating the essence of the Amazônia without giving due prominence to people who experience the Amazonian reality.
Reception
On social media, the project gained traction among the public and raised debate about identity issues and a sense of belonging to the territory, given that the agency responsible for creating the brand is a company from São Paulo, although the project's promotion highlights the partnership and collaboration of local artists. The criticism lies in the recurring practice of people and organizations external to the territory communicating the essence of the Amazônia without giving due prominence to people who experience the Amazonian reality.