Acerca ID - 2023
Acerca is an independent initiative that, over 10 years, connected artists, published books, and created products. Until then, the absence of a consolidated brand and visual identity system required continuous efforts in creating new visual languages for the communication.
Appropriating the letter A as a connecting point brought the brand's new guidelines, gathering the creative community closer to our themes.
The strategy was to appropriate the most common vowel in the Latin alphabet as the main brand attribute – so that any A seen in the public's daily life would be directly associated with Acerca.
Every detail was designed to bring the brand's concept closer to the audience with limited resources: the graphics have sharp finishes, the color palette is primary, and the typography is Arial from Monotype. The most common font in systems was chosen for being free and ubiquitous. The verbal identity has a charismatic and provocative tone, aiming to alleviate boredom.
In the independent scene, efforts are always collaborative, so the creative process was shared. There was an opportunity to receive feedback and refine concepts until reaching the idea that would guide the identity. After the launch of the collection "Tem A em tudo", recognition was instant. The consolidation of the concept is seen the collective building the brand imagery.
