New Amazon Logo / Brand Identity
The new logo for the Amazon takes a strikingly literal approach to place-based branding—using aerial imagery of the region’s waterways to form an entire alphabet. Each letter is derived from real satellite data, transforming the natural curves and flows of the Amazon into vibrant, organic typography. The result is a visual identity that doesn’t just represent the region, but is directly shaped by itAccording to Good Ads Matter, the initiative aims to promote tourism and generate value for the local communities and professionals. Led by RAI (Integrated Amazon Routes) in partnership with Embratur creates a unified design for the region, which includes nine Brazilian States, bringing a coherent visual identity to it’s diverse geographies.
Emphasizing the spirit behind this logo creation, professionals and artists from different Amazon states were involved in this project. An institution that preserves the decorative lettering of the Amazon contributed to the lettering, Instituto Letras que Flutuam alongside letterer odir Abreu, Creative Bloq shared. Several illustrators, as well as photographers, worked on the imagery and audiovisual production including Cristo, Winy Tapajós, Malu Menezes and Beatriz Belo and Ori Junior and Bob Menezes.
Alongside the logo, a new certification mark “Feito de Amazônia” (“Made of Amazon”) has been introduced. Designed to be applied to crafts, music, and locally produced goods, the seal signals authenticity while reinforcing the visibility of Amazonian products both within Brazil and globally. It’s a strategic extension of the brand: not just a visual identity, but a tool for economic storytelling.The ecosystem supporting this launch extends beyond design. The platform Visit Amazônia serves as a digital hub, promoting tourism while connecting audiences to local businesses, artists, and experiences. Together, the identity, seal, and site work as a cohesive system, aimed at both attracting global attention and redistributing value back into the region.
The Chief Design Officer, at FutureBrand São Paulo, Arnaldo de Andrade Bastos, shared, “Across the world, many of the most visited and desired tourist destinations have strong, well-established brands. The Amazon has always had this potential, but it had never brought together, in a structured way, all those involved to join efforts toward building it. Now, we present a solid brand that clearly illustrates the richness, diversity and vibrancy of the Amazon, bringing together its main elements and the power of the entire region through a single concept and design.”
The new brand identity was truly inspired by and designed by nature itself. Every character was created from real geographic coordinates, making the logo a literal “imprint of the land” Good Ads Matter shared. Bruno Reis, Director of International Marketing at Embratur, the Brazilian Tourist Board, shared, “We are talking about a powerhouse in art, music, gastronomy, culture and the production of hundreds of items for different industries. And it is precisely this richness that the world can now fully experience: the Amazon as a sensory and transformative experience, revealed through the flavours, sounds, colours and knowledge of the forest. A journey that impacts those who visit, but also strengthens those who live and produce in the region, generating value, pride and a future for the Amazon,” per Creative Review
By grounding the identity in both geography and community, the project suggests a model for destination branding that is not only visually compelling but also more locally rooted and economically intentional.
