The CARIOCA DE CORAÇÃO (CARIOCA AT HEART) project was born with the purpose of celebrating the city of Rio de Janeiro and reinforcing the emotional connection between the Hilton Copacabana Hotel, its guests and the Rio lifestyle. The visual identity was designed to convey lightness, affectivity and belonging, translating into symbols the essence of the city.
Carioca de Coração
THE CONCEPT BEHIND THE RIO IDENTITY
The creation of the visual identity of the CARIOCA DE CORAÇÃO started from the idea that Rio de Janeiro is a city that lives with the heart. Passion, joy and natural beauty are intrinsic elements to the city experience. The challenge was to translate this emotion into a set of visual elements that were immediately recognizable.
The solution found was the creation of a multifaceted logo, capable of adapting to different contexts and, at the same time, maintaining a strong visual coherence. The Corcovado hill (with the Christ the Redeemer), the Sugar Loaf and Pedra da Gávea (where the hang gliders take off from the top of the hill) were drawn from the idea of the stylized heart.
COLOR PALETTE
With a texture that refers to the brush strokes of a watercolor, these stains add a layer of depth and sensitivity to the design. In the vibrant shades of green, red and yellow, it adds a Brazilianness, evoking the spontaneity and the relaxed spirit of the wonderful city.
TYPOGRAPHY
The phrase CARIOCA DE CORAÇÃO is presented in a typography that simulates a handwriting, giving a handmade touch to the design. This choice evokes the spontaneity and authenticity of Rio’s culture, distancing itself from a rigid corporate aesthetic to embrace a more humane and accessible approach.
This project is an exquisite example of how design can capture the essence of a place and a culture. Its brand represents a strategic initiative to connect guests to the vibrant local culture. More than a simple campaign, CARIOCA DE CORAÇÃO is an immersive experience that invites visitors to experience the essence of Rio de Janeiro from an authentic and passionate perspective.
CLIENT/YEAR:
Hilton Hotel, 2019
PROJECTS:
Visual identity creation
Prints (displays, banners)
LOCATION:
Rio de Janeiro | Brazil