Overview
As part of the brand identity, drawing inspiration from different architectural styles can lead to unique and fascinating designs. One of the styles that is inspiring many of our creative projects at MM Company is ‘Brazilian Brutalism’. Renowned for its audacity and raw aesthetics, this architectural movement from Brazil’s past is a fascinating source of inspiration for contemporary brand identity designs.
Embracing the Audacity of Brazilian Brutalism
Characterised by its massive concrete structures, striking geometric shapes and lack of ornamentation, Brazilian Brutalism represents a departure from conventional design norms. This movement emerged in the mid-20th century when architects sought to create monumental buildings that reflected the nation’s identity and aspirations. When applied to brand identity designs, the bold spirit of Brazilian Brutalism can help brands establish a strong and memorable visual presence. By using clean lines, robust shapes and a limited colour palette, brands can evoke a sense of solidity and permanence that resonates with their audience.
Raw and Authentic Expressions
At the heart of Brazilian Brutalism is a celebration of raw and authentic expressions. Unlike combed and refined designs, this architectural style embraces imperfections and celebrates rough textures and tactile elements. A textural approach can be translated into brand identity concepts, graphic materials (such as catalogues or coordinated images) and interior design (such as stand or retail design). An approach that not only fosters an emotional connection with customers, but also communicates the brand’s commitment to transparency and authenticity.
Exploiting geometric abstraction
Geometric abstraction is a recurring motif in the architecture of Brazilian Brutalism. The interplay of simple geometric shapes creates a sense of harmony and balance within monumental structures. Similarly, in brand identity design, the use of geometric elements can instil a sense of order and coherence. The use of geometric shapes in logos and graphic elements can convey a brand’s commitment to precision and attention to detail. Furthermore, these designs can be adapted to different platforms, ensuring a consistent and recognisable visual identity across different touchpoints.
The vision of MM Company
At MM Company, we have experienced that drawing inspiration from the Brazilian Brutalism movement can infuse brand identity designs with a sense of boldness, authenticity and harmony. By embracing boldness, celebrating raw expressions, harnessing geometric abstraction and connecting with natural landscapes, brands can create visual identities that resonate deeply with their audience. Embracing the spirit of Brazilian Brutalism opens up new ways for brands to stand out in the competitive marketplace and leave an indelible impression on their customers.
