Marília is an adept wood-craftswoman who produces stunning wooden artifacts. She melds efficiency and elegance in every piece she creates. As we are friends, she approached me to conceive a brand name and logo for her venture. She wished to reflect the legacy of her father, Marcio, whose logo featured a stylized wood saw, with his initials - "MA" - inscribed within. This is my foundation for this unique endeavor: honoring the past while crafting something new.
I used to visit the artisan fair where Marília often displays her artwork. Customers often described Marília's work as "a poem for the senses," which inspired me to name it Poema de Madeira (Wooden Poem, in a rough translation). This name encompasses not only the customers' feelings, but also has an abundance of duplicated letters. This led me to the idea of creating a logo and transforming it into a poem. Here in Brazil, concrete poetry is a literary movement combining form and meaning through striking visual solutions. Its main names were Decio Pignatari and the Campos brothers (Augusto and Haroldo). Thus, I decided to create a concrete poem using the duplicate letters and forms to make visual and literal rhymes. Additionally, I made sure to include "MA" from Marília's father's original brand to make a visual reference to her name. The combination of all of these factors created a powerful and concise brand.
Marília was amazed by the result. The first thing she did was show it to her father, and he immediately recognized the old brand within the new one. It became a powerful brand for her, even though she hadn't used it until a few months ago due to the public impact of the COVID-19 pandemic. The logo also has a reduction, using only the "MA" inside a circle, which Marília can apply at the back of her wooden work.