ᑭᗩᑕᗩᗴᗰᗷᑌ

Estádio Paulo Machado de Carvalho, as known as Estádio do Pacaembu was innaugurated in 1940. Its original objective was to be an open, plural and multicultural space. However, this essence was lost as the years went by and it became mainly a football stadium, one of the most traditionals in Brazil.

In 2020, it was set for a renovation, to rescue its old objectives of being a multicultural space and be open for the citizens of São Paulo once again.

The new visual identity rescues the original 1940 project facade (on the right) as an inspiration for the logo, and adds a new and modern 2021 twist with an alive and flexible design system based on the shapes found in the stadium's architecture.

Done at FCB Brasil

Team

CCO/CEO: Ricardo John
ECD: Fabio Simões, Anna Martha
Head of Art: Fabio Cristo
Designer: João Porto
Account: Gustavo Zaize
Strategy: Renata D'Ávila, Rafael Martins
Production Manager: Fernanda Geraldini, Pedro Lazzuri
Production Company: Cego
Director: Daniel Levenhagen
Client Approval: Eduardo Barella
Architecture: Raddar