The development of the visual identity of CENTRAL MINEIRA started from an ambitious proposal: to represent a movement of integration, sustainability and territorial intelligence that repositions Minas Gerais (a southeastern Brazilian state) as a protagonist in the national agricultural scene. The logo, composed of an organic symbol and a robust typography, translates into graphic elements the complexity and innovation that define this project.
Central Mineira
THE NEW AGRICULTURAL BORDER OF BRAZIL
The brand is born inspired by the three mining mesoregions that form the nucleus of CENTRAL MINEIRA, representing the geographical and productive diversity of the state. The leaf-shaped symbol consists of three units that connect organically. The topographic lines applied on the sheets refer to the reading of the relief and the territory, highlighting the geographical, strategic and identity character of the project.
COLOR PALETTE
The palette translates the balance between nature, territory and intelligence. The shades of green, at different intensities, express the field, the vitality of production and the commitment to sustainability.
The olive green, predominant in the symbol, represents organic growth and the productive force; the moss green, deeper, gives solidity to the brand, reinforcing its institutional vocation. In contrast, the earthy beige establishes a direct connection with the soil (origin of all productive wealth).
TYPOGRAPHY
The logo uses a font without geometric and humanized serif, with a clean trace and balanced proportions. The use of lowercase letters suggests a collaborative approach, eliminating hierarchical barriers and promoting the union of all the agents involved.
The lamp, discreetly formed by the base of the symbol, represents the role of intelligence as the driving force of the project — the point of connection between the other pillars.
The visual identity of CENTRAL MINEIRA synthesizes the strength of a changing territory. Each element (from the topographical trait to the choice of colors, from precise typography to the symbol that unites nature and intelligence) reinforces the purpose of integrating people, sectors and ideas around the same horizon: that of a sustainable, innovative and deeply rooted development in Minas Gerais. It is a brand that is born from the ground, and that points to the future represented with balance and purpose.
CLIENT/YEAR:
Embrapa, 2024
PROJECT:
Visual identity creation
LOCATION:
Minas Gerais | Brazil