Aráceas Branding: Academic Lab Identity Inspired by Biodiversity
In 2022, professors and researchers from PUC-RJ founded Aráceas, a laboratory for applied microeconomics focused on human capital and evidence-based public policies. The branding team, led by Walter Mattos with Bruno Krazler and Fernanda Galindo, drew inspiration from the Araceae botanical family surrounding the campus. The visual identity emphasizes growth, diversity, and inclusion through a versatile logo and design system that can represent both singular and collective entities. A color palette juxtaposing subdued and vibrant tones challenges stereotypes. The project aims to resonate with both younger audiences and formal institutions.
Key facts
- Aráceas was established in 2022 by professors and researchers from PUC-RJ.
- The laboratory focuses on applied microeconomics and evidence-based public policies.
- The name Aráceas is derived from the Araceae botanical family found on campus.
- Walter Mattos led the design direction; Bruno Krazler contributed to logo and design system; Fernanda Galindo handled strategy and naming.
- The visual identity symbolizes growth, diversity, inclusion, and continuous growth.
- The logo can represent both a singular entity and a collective.
- The color palette combines subdued and vibrant tones to challenge stereotypes.
- The branding aims to appeal to both younger generations and formal institutions.
Entities
Artists
- Walter Mattos
- Bruno Krazler
- Fernanda Galindo
Institutions
- PUC-RJ
- Aráceas
Locations
- Rio de Janeiro
- Brazil