Gabriela Namie Kurata-Boranda Visual Identity

At Design Interviews

(Excerpt) Interview with Gabriela Namie Kurata : Frank Scott: What is the main principle, idea and inspiration behind your design?. Gabriela Namie Kurata : The main principle and inspiration for Boranda's visual identity is the trail as an element of connection between people and nature, a personal search, our own path. Trail line is the central piece that draws logo, illustrations and layout in this graphic system. We went several times to conservation units to get inspired by nature. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Gabriela Namie Kurata : The main focus in designing this work was to promote Brazilian Rainforest's conservation units in big cities, such as São Paulo and Rio de Janeiro. Conservation units are often very close to urban centres but sometimes forgotten as an entertainment option. In order to connect the urban audience with units it was key to speak in a visual language that combined a contemporary feeling but also brought nature's wildness and strength. So basically we wanted our graphic work to create a connection between people who are not used to going to the units and the Atlantic Rainforest. .Frank Scott: What are your future plans for this award winning design?. Gabriela Namie Kurata : We hope that Boranda movement draws attention to the Rainforest situation in Brazil and that society in big cities can enjoy a good day in the conservation units. The next step in the project is to create a visual identity for a trail that will cover the forest through four states and will be called Caminho da Mata Atlântica. It will have a visual connection with the identity of the movement and hopefully will raise tourism in the country and will raise awareness around the issue. .Frank Scott: How long did it take you to design this particular concept?. Gabriela Namie Kurata : Around four weeks with many interactions with WWF and Together teams. Along those weeks we were able to study audience and context, but also to visit some conservation units to get inspiration from the real source. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Gabriela Namie Kurata : We were commissioned by WWF Brazil to create this particular project. .Frank Scott: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?. Gabriela Namie Kurata : Rollout materials of the identity will be produced by WWF Brazil. .Frank Scott: What made you design this particular type of work?. Gabriela Namie Kurata : Barca is a graphic design studio focused on visual identity, illustration and editorial projects. We have always worked on projects like this and look forward for more challenges and opportunities to develop interesting concepts with interesting people. .Frank Scott: Where there any other designs and/or designers that helped the influence the design of your work?. Gabriela Namie Kurata : Not for this particular project but we do have our main influences, such as Karel Martens, Stefan Kanchev, Charley Harper, Paul Rand and Michael Bierut. I guess we like bold shapes in good color combinations. .Frank Scott: Who is the target customer for his design?. Gabriela Namie Kurata : Urban audience from São Paulo and Rio de Janeiro that are not used to visit conservation units. .Frank Scott: What sets this design apart from other similar or resembling concepts?. Gabriela Namie Kurata : Visual identity for trails usually focus in an audience that is already used to visit them of course. Since it's a movement that aims to dialogue with that other part of society – those who are not used to visit conservation units – it was important to talk with different visual codes. I think it feels more urban and clean than the usual visual identities for trails and nature-related issues. .Frank Scott: How did you come up with the name for this design? What does it mean?. Gabriela Namie Kurata : The name Boranda is a contraction between the words "bora", which is an informal expression for "let's", and "walk". Together they sound like an indigenous word but also call audience to action. .Frank Scott: Which design tools did you use when you were working on this project?. Gabriela Namie Kurata : Illustration CC, Photoshop CC and stencil papers to test trail signage. .Frank Scott: What is the most unique aspect of your design?. Gabriela Namie Kurata : Probably the line that makes it possible to create the most diverse logos. .Frank Scott: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?. Gabriela Namie Kurata : Barca developed naming and visual identity. That means Gabriela Namie and Jun Ioneda developed visual identity and logo. Teo Garfunkel worked on naming. Together Agency developed studies around the main audience and the development of the movement. .Frank Scott: What is the role of technology in this particular design?. Gabriela Namie Kurata : We used Adobe's technology in the development of the identity but when creating signage for trail we had no other technology besides a simple stencil on rocks and trees, which is very unusual but created very interesting process and results. .Frank Scott: Is your design influenced by data or analytical research in any way? W.[ End of Excerpt: Read complete interview with Gabriela Namie Kurata on Boranda Visual Identity at ]

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