New Mineirão Stadium : Hardy Design – Estúdio de Design e Branding

New Mineirão Stadium

Partnership with BCMF Arquitetos.
11th Brazilian Graphic Design Biennial Official Selection (2015)
Gold category winner at the 2013 SINAPRO-MG Minas Communication Award.

Wayfinding for soccer stadium Governador Magalhães Pinto, aka Mineirão, joint with the stadium revitalization project for the 2014 World Cup.

A legacy of the 2014 World Cup in Brazil, Mineirão’s wayfinding reflects the stadium’s proportions. It consisted of over 8,000 signs designed for an optimized production, responding to an extremely complex crowd flux.

The project is closely related to the enlargement of the arena’s dimensions, with large color panels that divide the stadium into sectors, as well as wide pictograms, visible over long distances, and a hierarchical sign system that takes into account the environment’s different uses.

For the informational elements of the structures used in the signage mapping, the graphic language, with lines and big chunks of solid color, refers to sports visual structures, reinforcing the stadium’s main use.

Architecture: BCMF Arquitetos
Road system: Tectran / Modelle
Concrete and metal structure: Engserj
Production (visual communication): Sinalmig

Graphic Design: Hardy Design
Creative director: Mariana Hardy
Executive director: Cynthia Massote
Design coordinator: Gustavo Magno