Centro de Treinamento BDI
Projeto de Branding, envolvendo estratégia, naming e identidade visual.
O Centro de Treinamento BDI é uma proposta inovadora dentro do bairro em que está localizado, chamado Bairro das Indústrias, em Belo Horizonte - Minas Gerais. O objetivo do CT é proporcionar aulas de boxe e outras lutas com seriedade, compromisso e acessibilidade, mostrando que o boxe é um esporte universal para todos que estiverem dispostos a aprender.
.english:
BDI Training Center - branding project, involving strategy, naming and visual identity.
The BDI Training Center is an innovative proposal within the neighborhood in which it's located, called Bairro das Indústrias in Belo Horizonte - Minas Gerais, Brazil. The purpose of the BDI Training Center is to provide boxing classes and other fights with seriousness, commitment and accessibility, showing that boxing is a universal sport for everyone who's willing to learn.
Construção da Marca
Naming e Simbologia
Há registros longínquos da existência do pugilismo já no ano 3.000 a.C., no Egito. Mas foi na Grécia Antiga, no século 7 a.C., que a modalidade começou a tomar cara de esporte. Para este projeto, a proposta inicial era que o nome da marca fosse Lógos Boxing, fazendo referência a palavra grega Lógos, que o significado é amplamente disputado dentro da tradição filosófica do ocidente.
De maneira simplificada, Lógos pode ser considerada a primeira palavra ocidental utilizada para exprimir o conceito de "razão", mobilizado pela primeira vez por Heráclito. Entretanto, além ser um pensamento logicamente ordenado, este sendo o sentido usual que dá se a palavra "razão", Lógos engloba em seu significado um pensamento intuitivo e uma estrutura que exprime a arquitetura do mundo. O Lógos perpassa entre a ordenação, o vir-a-ser e a explicação.
Porém, com o objetivo de transformar o logotipo e a identidade visual em uma representação mais familiar dentro do senso comum, o mesmo conceito foi aplicado através da ilustração do pensador grego Heráclito que, em um formato de estátua, segura duas luvas de boxe. Uma homenagem àquele que pela primeira vez afirma, de forma obscura, uma teoria dialética para dizer sobre o que existe, que os opostos dizem sobre o mesmo: “tudo é uno”, os opostos dizem do todo. Heráclito, que viveu em 500 a.C, transmitia a ideia que as transformações são decorrentes das tensões entre opostos e que fazem parte de um mesmo todo.
Tudo, para Heráclito, está em constante fluxo pelas tensões que as partes exercem entre si, mas mantendo uma unidade por meio do Lógos.
O resultado final, então, traz o busto de Heráclito, que utiliza duas luvas de boxe penduradas no pescoço, como um pugilista, desenhado sobre um aparato grego com a palavra Lógos escrita em sua base. Ilustração feita por Gregory Silva (@gregory.zero no Instagram).
.english:
Brand Building - Naming and Symbology
There are distant records of the existence of pugilism as early as 3000 BC in Egypt. But it was in Ancient Greece, in the 7th century BC, that boxing began to take on the face of the sport. For this project, the initial proposal was that the brand name be Lógos Boxing, referring to the Greek word Lógos, whose meaning is widely disputed within the philosophical tradition of the West. In a simplified way, Lógos can be considered the first western word used to express the concept of "reason", first mobilized by Heraclitus. However, in addition to being a logically ordered thought, which is the usual meaning given to the word "reason", Lógos encompasses in its meaning an intuitive thought and a structure that expresses the architecture of the world. Lógos permeates between ordering, becoming and explanation. However, in order to transform the logo and visual identity into a more familiar representation within common sense, the same concept was applied through the illustration of the Greek thinker Heraclitus who, in a statue format, holds two boxing gloves. A tribute to the one who for the first time stated, in an obscure way, a dialectical theory to say about what exists, that opposites say about the same: “everything is one”, opposites say about the whole. Heraclitus, who lived in 500 BC, conveyed the idea that transformations are the result of tensions between opposites and that they are part of the same whole. For Heraclitus, everything is in constant flux through the tensions that the parts exert among themselves, but maintaining a unity through the Lógos. The final result, then, brings the bust of Heraclitus, who wears two boxing gloves hanging around his neck, like a boxer, drawn on a Greek apparatus with the word Lógos written on its base. Illustration made by Gregory Silva (@gregory.zero on Instagram).
There are distant records of the existence of pugilism as early as 3000 BC in Egypt. But it was in Ancient Greece, in the 7th century BC, that boxing began to take on the face of the sport. For this project, the initial proposal was that the brand name be Lógos Boxing, referring to the Greek word Lógos, whose meaning is widely disputed within the philosophical tradition of the West. In a simplified way, Lógos can be considered the first western word used to express the concept of "reason", first mobilized by Heraclitus. However, in addition to being a logically ordered thought, which is the usual meaning given to the word "reason", Lógos encompasses in its meaning an intuitive thought and a structure that expresses the architecture of the world. Lógos permeates between ordering, becoming and explanation. However, in order to transform the logo and visual identity into a more familiar representation within common sense, the same concept was applied through the illustration of the Greek thinker Heraclitus who, in a statue format, holds two boxing gloves. A tribute to the one who for the first time stated, in an obscure way, a dialectical theory to say about what exists, that opposites say about the same: “everything is one”, opposites say about the whole. Heraclitus, who lived in 500 BC, conveyed the idea that transformations are the result of tensions between opposites and that they are part of the same whole. For Heraclitus, everything is in constant flux through the tensions that the parts exert among themselves, but maintaining a unity through the Lógos. The final result, then, brings the bust of Heraclitus, who wears two boxing gloves hanging around his neck, like a boxer, drawn on a Greek apparatus with the word Lógos written on its base. Illustration made by Gregory Silva (@gregory.zero on Instagram).
Obrigada por acompanhar este projeto até aqui!
Thank you for following this project so far!
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Letícia Mancini - designer & social media.
Contact: leticiamancini.dsgn@gmail.com | @leticiamancini.dsgn
