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Brazil. This colossal mix of contrasts. Miscellaneous people, references, cultures and native wisdom. A cauldron of possibilities of continental measure. Yes, we are a TV channel with ‘Brasil’ in our name. The celebration of many Brazils that fit into one. Canal Brasil’s new brand aims to materialise the richness of our culture and the history of our typography in cinema, art and design. It is diversity in motion.
To celebrate the diversity of the many Brazils that fit into one, we chose a protagonist element for this rebranding of Canal Brasil: typography. The new brand is an interchangeable system of 14 variable logos, with its expressive typographic variations inspired by the history of Brazilian typography.
A variable font that speaks, that reacts in a lively and organic way. It varies, adapts, interacts and demands an analysis of our own identity.
Under Tátil’s creative direction and materialised by Plau’s typographic expertise, Canal Brasil VF is a display, all caps variable font with two axes: width & expression.
Inspired by a deep look at our graphic history and contemporary practices, it is, on the one hand, a complex but careful exercise in combining type, and on the other, a delightful process of cultural and aesthetic synthesis.
More than just inspired by our Brazilian design history, Canal Brasil’s new identity is an ode to our culture, an exercise in extracting that elusive feeling of Brazilianness, or that which we recognise as ours without fully knowing why. It is a celebration of our diversity. And it is, after all, a labor of love for our graphic and typographic history, created, designed and cast by so many hands.
Boldness is about taking risks and overturning the order. That’s what Carnival is about.
At Carnival all things are on the move, and so is the brand.
This brand has both choreography and ginga.
10 million people impacted during carnival in Rio.
7.840 people interviewed during the process.
1 billion dollars in economic movement.
To ensure that the Rio Carnaval brand was as alive and organic as Rio de Janeiro itself, we developed—in partnership with André Burnier and Plau—a creative coding tool that allows interaction with the brand through the movement of its ribbons, their thickness, motion, rhythm, and colors, all in a fully customizable way. A pulsating brand with personality and behavior, representing the creative force of all Samba Schools.
MEDIA POINTS
Distributed across
4 regions of Rio and 3 cities
in Baixada Fluminense.
CAMPAING INSERTIONS
4,433,436 ad insertions broadcasted
WEEKLY IMPACTS
60 million people reached across different channels.
