New identity for Cidade Ativa an NGO with an important role in brazilian society, helping recovery life quality in what has become a challenging environment for people, cities.
The main focus of the design is to express the feeling of energy and movement (active). The energy aspect is fulfilled by the gradient pallet, formed with bright colours. The colours also help differentiate the various areas within the organization such as; green areas, transport etc. As for the movement, is expressed both in the dynamic partition of the ONG’s name in different lines, an also in the irregular polygonal shape, that flees from the rigid idea of squared city blocks.
Movement is also present in the symbol of the sub-brand (simplified brand), which represents a heartbeat in a cycle, playing with the letters “C” “V” and “A” forming the loops.
A stencil typography (usually used in street elements such as signing and characteristic of street art and social protest) has been chosen to form the logo. This typography has a rebel side, which fits perfectly with the idea of changing the brazilian cities and people’s lifestyle.
Backgrounds play an important roll in the identity since they are the elements that contribute to colour while introducing the urban element to the mix. They feature pavement, concrete, floors, trees, etc.
In the next images you’ll find the B/W logo in two versions, inside and outside a polygonal shape. The logo in the colour version, and the B/W simplified logo, or sub-brand. You will also find examples of the business card, a letterhead with its enveloped, a sticker, and some presentation slides.