a traditional inn in paraty changed ownership, underwent renovations, was curated by casa azul association and reopened in 2012 under the name 'pousada literária de paraty'.
during this process we were called by casa azul to design the inn's visual identity.
the main problems we identified with the project were the identification with the city – its architecture and culture – and with literature in general.
we took a closer look at one of the city's elements, graphic in nature and especially remarkable: the geometric drawings in the houses' façades, attributed to the masonic influence in the 18th century.
we isolated two basic elements in these drawings - the right triangle and quarter-circle - and we noticed that they link in the typical representation on the sheet of paper.
our proposal was then, not to represent, but to reveal the paper, which is in fact the visual identity support.
a cutout with the initial letter found in 'literária' became the corner of the page, a piece of paper that can be manipulated, folded, and reveal what's on the other side.
the logo we proposed is then, a cutout on the paper. only on the screen, or when a cutout is impossible to be executed, the logo is used this way, in color.
focusing on the cutout, we articulated the logo with the inn's complete name divided in two lines.
the use of a font from the bodoni family creates an obvious identification with literature.
we executed temporary stationery pieces in digital print, but didn't take part in the production of the final pieces, so the best thing we have to show are images of the project.
on the basic stationery pieces, we made the front in white and the back with a blue background, in a way that the cutout could reveal something different in both sides.
another general principle was to position the logo on a certain height in such a way as to draw a horizon on the top of the page.
on the letter paper, the logo and contact form the horizontal line on top.
we designed a presentation folder for the inn, which had a poster on its back.
the poster had a few different versions, with some watercolors of the city, all made by gonzalo carcamo.
here we can see the folder's front.
since the folder was folded and had the poster on its back, we repeated the logo's cutout a few times, creating windows which revealed fragments of the watercolors.
the most interesting stationery piece was an a5 booklet (148 x 210 mm) that we proposed for different uses - wine menu, library catalogue, and information for guests.
since the content frequently changes and the print volume is low, but ont he other hand these pieces should have a quality finish, we proposed a default cover, screen-printed on trace paper.
the cover would have cutouts to fit the interior, accordions printed in plotter.
the cover would have only the logo printed on it, and the cover's contents (the booklet's title) would always be read through the trace paper, on the inner accordion.