Arara Design
Arara Design is an agency founded by myself and my business partner with the aim of developing projects focused on branding, social media, and events. As a completely new project, we needed to create the entire visual identity and concept from scratch.
Our intention was to create a versatile and fun brand, with many colors and possibilities, but at the same time, consistent enough to generate recognition and recall.
Client:
Arara Design
Services:
NAMING AND CONCEPT
Arara is a colorful, vibrant, and exotic bird native to South America. By choosing this name, we sought to convey an image of creativity, beauty, and originality, associating it with the natural richness of our continent.
Moreover, the name “Arara” is short, easy to remember and pronounce, and has a strong and distinctive sound. Being a palindrome, the word “Arara” allowed us to build the logo with geometric shapes that are very similar to each other, visually creating a sense of continuity throughout its length. By positioning eyes inside the letters, we bring movement to the logo.
VISUAL CONSTRUCTION
From the moment we decided to go with the name “Arara Design,” we began to think about the visual elements that could relate the designer to the bird.
Our first idea was to bring the feather as an icon, due to its relation to writing and drawing. It then became a strong element in the logo, bringing with it 4 colors that intercalate from its overlap.
Below, some tests carried out before we arrived at the final logo. We studied the colors and the best way to make the intersection between the feathers.
The typographic part does justice to the fact that the name is a palindrome. We constructed it in such a way that the letters at the end and the beginning mirror each other, bringing a sense of reflection. Additionally, we inserted small eyes inside each letter “a,” which adds movement and personality to the brand.
Results
Today, using the logo in the day-to-day activities of the agency, we have noticed an ease of application and use of the elements present in the branding to complement the creations. The versatility of the colors brings life to each layout, but the construction of the brand’s visuals allows us to maintain professionalism, even with so many colors.
Moreover, the name ARARA is well recognized by the public, and we have noticed an ease of memorization on the part of the audience, especially the clients.
Recent Works
