Guri is a musical education and sociocultural inclusion program run by the Government of the State of São Paulo and the State Department of Culture and Creative Economy. Since its founding in 1995, it has served more than 1 million young people, promoting human development through music and culture.
With the need to unify its areas of activity (Guri Project, Guri Capital, and Greater São Paulo), we reviewed their entire brand universe. From positioning to verbal and visual identities, our mission was to communicate Guri as a unique program, respecting its history so far.
With a new positioning, we now show that Guri goes beyond musical education; it is also culture. The brand idea – Music and culture inspiring lives – emphasizes the program’s power to open paths for those who participate and for those who contribute to its experience.
The verbal identity system reveals Guri’s creative essence, bringing to life the cheerful and inspiring voice of someone who has music and culture in their soul.
In harmony with the new narrative, the logo gained a plural aesthetic and sensorial behavior that projects the rhythm of the instruments and the sound of transformation.
The visual identity system draws inspiration from the energy of the wordmark, featuring a vibrant rhythm reflected in a vivid color palette, distinctive typography, and restless compositions.
The new identity builds on Guri’s roots to create a cohesive yet restless visual language that unifies the brand’s look, creating an engaging system that can extend, move, and adapt to different formats and stories.
