TEACHING A LOGO TO SAMBA

Tátil and Plau invited me to participate in the Rio Carnaval 2022 brand design team. Initially, I was requested to prototype a parametrized version of the brand – the goal was to find ways to make the type dance. From the first coded prototypes, we designed the logo not only to move but also to react to user interaction. The logo was designed to be alive.

The Rio Carnaval brand has infinite possible graphic representations, generated live, with custom software developed especially for this project. Most of us only see the logo as the moving image on our screens – but in reality, the logo is a complex system of algorithms written in Javascript. The logo is the software and vice versa.

To parametrize samba was the biggest challenge on this project – especially since I'm not able to samba myself. The movements had to be coordinated to translate the music beats and reproduce the body movement to the type. System by system, we designed and orchestrated the rules that made the logo feel alive. Users can sing to the logo, play instruments, touch on mobile or click with their mouse. The logo invites us to dance with it.