Pelourinho Cultural is an initiative which seeks to pervade Salvador's historic center with artistic and cultural expressions. In the past, Pelourinho was a place where slaves were punished and tortured by their masters. Today, it's a place for celebration and joy, driven by a very strong afro-brazilian cultural identity.
What was the task for the work you show here?
It was a brand design competition to create Pelourinho Cultural Brand. This one was the selected brand.
What was your unique idea?
I searched to represent the architecture, geography and popular culture found in Pelourinho in the uneven shape of the brand's letters. One needs to let go of technical and academic standards in order to be more creative and not to limit the possibilities. The brand's typography requires a greater effort to be understood. And to fully understand it, one needs to actually go there and roam through its streets and alleys.
Is the work you present here originally and genuine made by you?