Inhotim Patrons : Hardy Design – Estúdio de Design e Branding

Inhotim Patrons

Estufa Label – Inhotim Design Studio

Brand identity for Inhotim Art Center and Botanical Garden’s patrons program.

Inhotim’s Patrons Program is a project focused on civil society’s contribution to the maintenance of the Institute’s collection. Every new cycle, an artist from the collection is invited to create a work especially for the program. The patrons are gifted with a reproduction of this piece, in return for a donation.

The brand identity proposes a resignification to the concept of Inhotim’s logo, having light as its main inspiration. A key element in the constant transformation of what the eye contemplates, as well as base unit for every natural process, light represents movement, cycles, interference, and reflection.

The overlapping and juxtaposition of characters and colors give the logo a modular feature, able to transform itself and create meanings. The identity’s graphisms incorporate a color palette inspired by the artist invited at each cycle.

The box structure reinforces Inhotim’s identity, while opening up new possibilities for reading and interpretation. Finally, exclusivity as a subjective value guided the contour and line choices, combining simple with refined, and minimalist sobriety with boldness in the cropping of characters.

Creative Directors: Mariana Hardy and André Coelho
Executive Director: Cynthia Massote
Design: Pedro de Albergaria (brand identity), Arthur Reis (unfoldings)
Project Manager: Ricardo Lopes
Graphic Production: Mirelle Bairral