O desafio deste projeto foi reformular a identidade visual da Vivo Correndo, equipe de promoção de corrida de São Paulo. A marca precisava adequar a identidade ao seu público: pessoas que praticam a corrida esporadicamente ou que querem começar a correr agora. São pessoas atarefadas, que possuem pouco tempo disponível, ou sedentários que querem cuidar da saúde ou ainda aqueles que encontram na corrida uma maneira de se conectar e passar tempo de qualidade com outras pessoas.
Para isso, precisávamos de uma identidade que fosse acolhedora, inclusiva e que os separasse de outros grupos de corrida focados em competitividade e alta performance.
Havia de ser um convite para o primeiro passo de uma corrida.
This project's challenge was to reshape the visual identity of Vivo Correndo [Translation: "I live while I run" or "I'm always running", as in "busy"], a team focused on promoting running and jogging in São Paulo. The brand was in need of adjusting their identity to represent its audience: people who practice running sparingly or those that want to start running now. They are either busy people, that have very little time available, or sedentaries that want to take care of their health or yet those that find in running a way to connect and spend quality time with others.
In order to achieve this, we had to look for an identity that was welcoming, inclusive and that separated them from other groups that are focused on competition and high perfomance.
It had to be an invitation towards the first step in a race.
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Estas foram algumas palavras que surgiram durante o processo:
Here are some of the words that came up throughout the process:
Running | Walking | Movement | Welcoming | Inclusion | Belonging | Fun | Health | Nature
Após explorar diversas alternativas gráficas junto ao cliente, optamos por seguir com a imagem do corredor. Mas, para que isso funcionasse sem que ficasse genérico ou clichê, precisávamos de algo a mais. Algo simples, mas suficientemente diferente para destacá-lo de outros.
As cores e texturas pesadas deram lugar aos espaços abertos e linhas arredondadas. A posição de sprint do logo anterior deu lugar a uma posição de corrida leve, de jogging, com ritmo e constância. O hábito de correr, um passo de cada vez.
After exploring several graphic alternatives together with the client, we opt to follow through with the figure of the running man. However, in order for this to work without being generic or cliché, we needed something more. Something simple, but sufficiently different to stand out from others.
The heavy colors and textures gave place to open spaces and round end lines. The sprinting position of the previous figure gave place to a light running position, as if jogging, with rhythm and constancy. An habit of running, one step at a time.
O ciano e o amarelo foram escolhidos como as cores principais da marca. Foram selecionadas também duas paletas, uma fria e outra quente, ambas em seus tons médios e claros para acompanhar as duas cores principais. O objetivo era criar algo versátil e maleável para futuras aplicações, mas que retivesse a atenção no design de nosso corredor. A marca poderia alternar as cores dentre essa paleta para sinalizar eventos e campanhas e ainda assim ser reconhecida. Os tons azulados inspiram a segurança de quem pratica constantemente, retirando a expectativa da alta performance para convidar o público que está em casa para a prática ao ar livre. O amarelo, em contraposição, provoca a ação e desperta o corpo para o movimento.
Cyan and yellow were chosen as the brand's main colors. Two other themes, one warm and one cold, both in lighter shades, were chosen to accompany the main colors. The goal here was to develop something versatile and malleable for future applications, but that was able to retain the attention towards our running man design. Thus, the brand could potentially alternate between the colors in this pallete to signal for events and campaings and still be recognizable. The blue shades inspire confidence to those that follow through constant practice, taking away the expectations of high performance and instead inviting those that are home to go practice outdoors. The yellow, in contrast, provokes action and awakens the body towards movement.
Para mostrar a versatilidade do logo, criei um exemplo de carrosel de Instagram em que a imagem da marca é usada como instrumento narrativo, padrão e design de fundo.
In order to test the logo's versatility, I've created an example of Instagram carrousel in which the brand's main figure is used as a storytelling device, a pattern and a piece of background design.
Translation:
1. What's the best time to train? | 2. At night: You escape rush hour and harsh sunlight. | 3. ...And recover from training with a good night sleep.
4. In the morning. You guarantee physical activity to start the day with energy. | 5. ... And no one sets their happy hour at 7AM!
6. There is no perfect time. What makes a difference is your...| 7. Commitment. Put your health in the first place, work within your reality and schedule yourself.
8. Leave a comment: What's your favourite time of the day to train?
