Patrimônio Cultural
Brand Identity
Logo and visual identity for a cultural heritage preservation project in Minas Gerais, Brazil.
Role
Solo — logo and visual identity
Timeline
2 weeks
Client
Environmental NGO (Minas Gerais)
Build in
Illustrator
Context
The NGO's work had grown beyond its original environmental focus to include the state's cultural heritage — but sharing one brand with the environmental work blurred the line between two very different missions. The new project needed its own identity, one that could stand on its own.
Brief
The mark had to be strong and instantly recognizable, and it had to feel genuinely tied to Minas Gerais' cultural identity, not generic. The state is known for its historic towns, Ouro Preto and Tiradentes among them, so the brief pointed toward something rooted in that visual language.
What I did
I built the identity around the arandela, the wall sconce found on the doors of Minas Gerais' historic houses. It's a detail locals would recognize immediately, and one that ties the brand to a specific place rather than a generic idea of "heritage." I paired it with a bold wordmark, built to stay legible across very different formats, from print to merchandise.
Result
The project didn't move forward due to funding, a common reality for many NGO initiatives. What I delivered was the complete identity package: the logo, a full brand manual with usage guidelines, and mockups across different applications, ready for whenever the project resumes.