Pernambuco State Government
Visual Identity, 2019
Translating Pernambuco’s characteristics and striking heritage into visual language was the challenge that Joana Lira faced in partnership with design studio Alles Blau in this job for the state’s Bureau of Tourism. An opportunity to appropriate the essence of this land that takes pride in being at once the cradle of countless traditions, innovation and the contemporary world – as well the artist’s homeland. The visual identity starts out from a vast family of outline icons and proceeds across a high-contrast chromatic universe that strikes a dialogue with Pernambuco’s intensity and diversity. The brand lettering is sharply cut as an allusion to xylography, a feature also seen in the PERNAMBUCO disPlAy font created in partnership with Estudio Passeio and turned into a key graphic element in the state’s communication materials.
