An initiative by RAI (Integrated Amazon Routes) in partnership with Embratur aims to promote the destination, generating even more value for tourism professionals and local producers
One of the richest, most diverse, and symbolic territories in the world, the Brazilian Legal Amazon gains, for the first time, its own official brand. The result of a partnership between Integrated Amazon Routes (RAI) and Embratur, the Amazon brand is created to enhance the business potential of the region – comprising nine of the country’s 26 states – as well as strengthen it as a national and international tourist destination, valuing and giving prominence to its people and everything it produces.
The initiative, launched on the website https://www.visiteamazonia.
“The Amazon has all the attributes to consolidate itself as one of the most relevant tourist destinations in the world. Tourism, in this context, is a strategic tool to boost a sustainable development model, based on the generation of employment and income for local communities. From the forest to the cities, the entire territory’s chain benefits. In addition, initiatives like this contribute to positioning the region at the centre of the global bioeconomy and to strengthening the internationalisation of Amazonian micro and small entrepreneurs”, highlights Bruno Reis, President of Embratur.
Living Brand
Signed by FutureBrand São Paulo, the project was co-created based on a series of research studies and direct involvement of residents, workers, artists, and other references from the nine states that compose the region. Having worked for years with fragmented aesthetics and positioning, the states of the Brazilian Legal Amazon will now have a single brand as a basis that will help feed the entire business and tourism ecosystem, fostering the region’s sustainable economy and attracting visitors and investors from Brazil and around the world. Thus, it will be possible to unify, for the first time, the communication efforts of the states that are part of the region, uniting them all – Acre, Amazonas, Amapá, Maranhão, Mato Grosso, Pará, Rondônia, Roraima and Tocantins – while maintaining the identity of each one.
“Around the world, many of the most visited and desired tourist destinations have strong and well-established brands. The Amazon has always had this potential, but it had never brought together all those involved in a structured way to combine efforts towards this construction. Now, we present a solid brand that clearly illustrates the richness, plurality, and effervescence of the Amazon, uniting its main elements and the power of the entire region through a single concept and design”, details Arnaldo de Andrade Bastos, partner and Chief Design Officer of FutureBrand São Paulo.
To develop the brand, the experts based themselves mainly on the natural designs of the Amazon. Using real coordinates of the Amazon River and its tributaries, the entire alphabet was found in satellite images, forming the Amazon logo with real curves of the 25,000 kilometres of navigable waterways in this basin. Acting as a living brand, it no longer has just one application, but rather brings a series of predefined colours and elements, being able to transform according to the region and occasion, while highlighting its fauna, flora, environment and culture.
Ensuring greater belonging and regional essence, the project also featured a number of professionals and artists from different locations in the territory as collaborators, such as the illustrators Cristo, Winy Tapajós, Malu Menezes and Beatriz Belo; the photographers Ori Junior and Bob Menezes; and the Instituto Letras que Flutuam, with the lyricist Odir Abreu. The audiovisual production of the project presentation was handled by Marahu, from Pará.
Multiple use
More than just registering the destination as a tourist base, the new Amazon brand also aims to become a powerful asset in generating business for companies, entrepreneurs and artisans in the region, as well as ensuring the generation of income and revenue that helps in its preservation. To that end, the “Made in Amazonia” seal was created, which can be applied to a wide variety of local products, proving their Amazonian origins and strengthening this brand both within and outside of Brazil.
“We are talking about a powerhouse in art, music, gastronomy, culture, and the production of a range of products for different industries and it is precisely this richness that the world can now fully experience: the Amazon as a sensory and transformative experience, revealed in the flavours, sounds, colours, and knowledge of the forest. A journey that impacts those who visit, but also strengthens those who live and produce in the region, generating value, pride, and a future for the Amazon”, emphasises Bruno Reis.
“The goal is to organise experiences, tourist destinations, licensing, and origin seals under a brand that is desired and recognised worldwide. We want to reinforce the invitation for Brazilian and international tourists to come and experience the Brazilian Amazon”, adds Gilvan Pereira, Secretary of Tourism of Rondônia.