This course was taught by the designers Evandro Almeida and Érica Campanha, who successively showed the process of developing identity and branding focused on social impact. This process which is present in the designer's career is often thought of as the simple creation of a logo or brand. However, it should be noted that in the identity process, called branding, is capable of instigating both brand creation and strategies for local impact.
This course was held in Youth Centers located in two communities in the South zone of the city of São Paulo, during which the students developed a complete brand for a social group in their community.
The final project of the students in Mundo Novo Youth Center was characterized by the development of an event for their community, which has been increasingly invaded by residential skyscrapers, due to real estate speculation, with the consequence being the future expulsion of low-income local residents. All the development of the event was carried out through stages of design methodology: naming (Kebrada Cultural), mood board, color palette, brainstorming, brand definition (logo) and its applications, dissemination and the holding of the event.
Painel de referências e paleta cromática definida para a marca.
Logo Final definido para o evento: Kebrada Cultural.
Versões do logotipo em preto e branco e em escala de cinza.
Aplicações do logotipo Kebrada Cultural.
