Explore Aráceas' innovative branding and visual identity, crafted to embody growth, diversity, and excellence in academic research. A case study in branding excellence.
In 2022, a group of visionary professors and researchers from PUC-RJ embarked on an ambitious journey to establish Aráceas, a pioneering academic laboratory dedicated to applied microeconomics. Their mission was clear: to foster the development of human capital and set new benchmarks in research and education through evidence-based public policies.
The branding challenge for Aráceas was unique. It required a name and visual identity that resonated with both the younger generation and formal institutions. The solution came from the rich biodiversity of PUC-RJ's surroundings, specifically, the Araceae botanical family. This inspiration led to the creation of a name that not only symbolizes growth and knowledge but also harmonizes with the environmental essence of the campus.
The creative minds behind this branding endeavor, led by Walter Mattos and supported by Bruno Krazler and Fernanda Galindo, crafted a visual identity that speaks volumes about diversity, inclusion, and continuous growth. The logo and design system, a collaborative effort between Mattos and Krazler, are a testament to the project's core values. The symbol is ingeniously versatile, capable of representing both a singular entity and a collective, mirroring the unity and diversity of a society.
The design system further amplifies this message through its graphic elements, which multiply in naturally predetermined proportions, reflecting the inherent balance and harmony of nature. This thoughtful approach is complemented by a striking color palette, challenging traditional perceptions and encouraging a break from stereotypes through the juxtaposition of subdued and vibrant tones.
Aráceas' branding and visual identity are more than just aesthetic components. They are the embodiment of the project's commitment to excellence, diversity, and the sustainable development of knowledge. Through this innovative branding strategy, Aráceas stands as a beacon of inspiration, paving the way for future academic endeavors to follow.
This case study exemplifies how thoughtful branding and visual identity can elevate an academic project, making it approachable yet distinguished, and how it can seamlessly blend with its mission to inspire and educate.
Branding and visual identity artifacts
Credits
- Design Direction: Walter Mattos
- Logo & Design System: Walter Mattos, Bruno Krazler
- Strategy & Naming: Fernanda Galindo
- Motion: Bruno Krazler
