The Brazilian Amazon establishes a unified brand to boost tourism

Integrated Amazon Routes (RAI) and Embratur (Brazilian Agency for International Tourism Promotion) came together with strategy and design company FutureBrand São Paulo to promote the Amazonian region and generate value.

Featuring nine of the country’s 26 states, the Brazilian Legal Amazon launched its own brand for the first time. The identity was created to enhance the region’s business potential and strengthen it as a national and international tourism destination.

For years, Brazil has been working with fragmented aesthetics and positioning, but with this new strategy, the Amazon states share one foundational brand to help feed the business and tourism ecosystem.

The brand design was created based on a series of studies by FutureBrand and direct engagement with residents, workers and artists. The result captures the Amazon’s people and everything they produce, positioning the territory at the centre of a transformative experience with the power to influence, teach and provoke internal change.

The Amazon logo was inspired by the Amazon River itself, using real coordinates from satellite imagery and forming an entire alphabet based on the actual curves of the river basin’s 25,000 kilometres of waterways.

Complementing the logo, the Amazon’s natural patterns were expanded with local illustrations. Predefined colours scale and transform to represent the region’s flora, fauna and culture. The project involved a number of artists from the territory to create a stronger sense of belonging and regional essence.

The project aims not only to attract tourists and generate business, but also to support the region’s preservation. Because of this, the “Feito de Amazônia” (Made of Amazon) seal was crafted to be applied to a wide variety of products that certify their Amazonian origin.

“Across the world, many of the most visited and desired tourist destinations have strong, well-established brands. The Amazon has always had this potential, but it had never brought together, in a structured way, all those involved to join efforts toward building it,” says Arnaldo de Andrade Bastos, partner and chief design officer at FutureBrand São Paulo.

“Now, we present a solid brand that clearly illustrates the richness, diversity and vibrancy of the Amazon, bringing together its main elements and the power of the entire region through a single concept and design,” he adds.