Visual identity for the Campos do Cerrado project

The Goiás State Environment Department's project with Unicamp had just been named Campos do Cerrado (Cerrado Grasslands) and needed an image that would win over very different audiences over the years: technicians, consultants, landowners and communities. The brand had to show that native grassland is not empty land but rich and diverse vegetation. The team asked for a sensitive, accessible and welcoming identity, and preferred plants to animals, to stand apart from other environmental projects.

We designed a symbol from the grassland species: the chuveirinho, the flagship plant of Chapada dos Veadeiros, star grass, crowfoot grass and other grasses, side by side. Together they form a grassland horizon and the idea of an ecosystem whose parts are connected. The logotype uses a light, legible typeface.

The palette came from the Unicamp researchers' field photos: cerrado gold, grassland green and star yellow, with root brown and supporting colors. The strokes of the symbol become free graphic elements; the tip of the chuveirinho, for example, works as a mask for photographs.

The guidelines direct how the brand is applied, and it unfolded into the hotsite, card templates the project team edits itself, the brochure and the cover of the native grassland identification manual.