POSITIONING
The space the brand occupies in relation to its target audiences, setting it apart from other organizations with similar areas of activity.
ESSENCE
The space the brand occupies in relation to its target audiences, setting itself apart from other organizations with similar missions.
PILLARS
1
CULTURAL UNIVERSALISM
Culture as a key driver of our evolution and part of an inexorable learning process.
The combination of knowledge, no matter how different it may seem, leads us to a deeper understanding of our role in the world — and in relation to others.
2
CRITICAL PERSPECTIVE
The ability to view reality critically and constructively, in an active way, to carry out actions that bring real change and tangible benefits to ourselves and those around us.
Progress is more meaningful when shared with others.
3
TRANSFORMATIVE ENCOUNTERS
The merging of knowledge transforms us and drives progress.
Embracing this process means contributing to the construction of a more creative, egalitarian, and diverse society — one that is constantly evolving toward a more enriching and meaningful experience.
BRAND MANIFESTO
The space the brand occupies in relation to its target audiences, distinguishing itself from other organizations with similar fields of activity.
To be an active agent in the process of cultural dissemination in our country, in all its forms and strengths, contributing to the construction of a more pluralistic, just, critical, and inclusive society through concrete actions that safeguard the legacy of research and scholarship by Sergio Rouanet and Barbara Freitag, as well as by fostering debate on contemporary issues related to education, culture, behavior, and democracy.
CREATIVE CONCEPT
CULTURE AND EDUCATION TRANSFORM
The meeting of knowledge brings new perspectives to our worldview. It broadens and transforms us in irreversible ways, leading us to a renewed perception of reality.
To learn, to discover, to invent, to dream, to create — our nature compels us to invent; all it takes is an opportunity.
The feeling of discovering something new is indescribable, and the consequences of each discovery, of each seed planted, are unpredictable.
Memory is the place where these seeds meet, grow, influence one another, and bloom into the world. To communicate ideas and preserve them for future generations is essential to our continuous evolution — and words play a vital role in this process, as they build bridges between people.
Words are the possible mediation between the many memories that shape who we are. Like people and the world itself, words change through contact with others. They influence — and are influenced.
Culture, expressed through words, transforms our very existence.
Transformation through culture and education — expressed in ideas and creations, and recorded in words — is the foundation of our project.
Letters serve as a metaphor for the transmission of knowledge, which both informs us and challenges us to see the world in new ways.
The influence one idea exerts on another, metaphorically conveyed through words and letters — from symbols to typographic expressions — reveals these new forms and perspectives.
A single word or letter can be represented in many different ways, and each form carries a message, a perception of what is being communicated.
The shapes of letters guide the paths of messages.
The Rouanet Institute’s visual identity embraces these multiple forms and typographic possibilities to create a dynamic brand — one that is made up of diverse, distinctive, and proprietary shapes and aesthetics.
BRAND
THE SUM OF FORMS
The identity of the Rouanet Institute is built upon the dialogue between shapes, styles, and visual languages. Each form, while distinct on its own, contributes to a broader system that reflects plurality, movement, and transformation.
This sum of forms symbolizes the convergence of ideas, perspectives, and expressions — a dynamic brand that evolves through diversity, just like the culture it represents.
THE LOGOTYPE
The logotype maintains the rational structure of sans-serif typefaces, but introduces curves in the stem of the letter “R” that reference the symbol.
The word “INSTITUTO” begins with an uppercase “I” combined with a distinctive dot from the lowercase version of the letter, merging both forms of communication into a single typographic expression.
THE SYMBOL
The symbol blends the curves of serif fonts with the inherent rationality of sans-serif typefaces to evoke the feeling of the letters “R” and “i” — without those forms being literally present in the composition.
This subtle letterform communication opens space for the discovery of new shapes, interpreted individually by each observer.
PROTECTION AREAS
RECOMMENDED MINIMUM SIZES
TITLES TYPOGRAPHY
GINORA SANS
The typeface family used for the Rouanet Institute’s titles is Ginora Sans, developed by Matheus Gomes from Brasília, Brazil.
A sans-serif typeface that blends a rational, geometric design with subtle interventions in certain characters, making it well-suited for both headings and longer blocks of text.
ayA@
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
NUMERALS TYPOGRAPHY
JOST
We use Jost for the Rouanet Institute’s numerals due to its aesthetic alignment with Ginora and its ability to balance the position and height of numerals relative to other characters.
The typeface was developed by Owen Earl, from Indestructible Type (USA), to revive the elegance and functionality of 1920s typefaces, while updating them to meet the demands of the 21st century.
0123
456789 ayA@
COMPARATIVE
Demonstration of how the numerals in the Ginora typeface behave (aligned with the x-height), which highlights the need to use the Jost typeface instead.
PRIMARY COLORS
ocre
CMYK:
0 / 20 / 100 / 00
RGB:
232 / 176 / 38
Hexa:
e8b026
Navy blue
CMYK:
100 / 90 / 32 / 33
RGB:
00 / 30 / 90
Hexa:
001e5a
SUPPORT COLORS
medium
blue
CMYK:
100 / 95 / 00 / 00
RGB:
22 / 38 / 157
Hexa:
16269D
light
blue
CMYK:
70 / 20 / 00 / 00
RGB:
0 / 167 / 238
Hexa:
00A7EE
Terracotta
CMYK:
18 / 80 / 100 / 07
RGB:
191 / 79 / 33
Hexa:
bf4f21
White
CMYK:
00 / 00 / 00 / 00
RGB:
255 / 255 / 255
Hexa:
ffffff
light
gray
CMYK:
05 / 04 / 04 / 00
RGB:
239 / 239 / 239
Hexa:
EFEFEF
black
CMYK:
00 / 00 / 00 / 00
RGB:
00 / 00 / 00
Hexa:
000000
TONE OF VOICE
One Voice, Multiple Tones
Instituto Rouanet will engage with diverse audiences through various actions: from art and culture enthusiasts to partners, sponsors, suppliers, stakeholders in the same sector, researchers, the academic community, educational institutions, non-governmental organizations, and also government agencies.
The tone of voice will remain consistent to communicate with each of its contact audiences, but certain variations in language and vocabulary will be necessary to adapt to different audiences and contexts.
For example, it makes perfect sense to use more technical language when presenting the Institute’s bylaws to members and regulatory bodies. However, when showcasing its activities to the general public, it is important to establish a more fluid and accessible dialogue.
TEXT STYLE
– Serious: the texts should reflect the maturity of the founders and the importance of the initiative.
– Objective: direct writing, without detours or misleading statements that “make sense” only at the end.
– Diverse: multiple perspectives and multiple ways of expressing ideas within a single institution.
TEXT FORMAT
– First person: we, we’re doing, with us, let’s go, etc.
– Imperative: do it, try it, see it, access now
– Objective: here it is, count on us, see now, learn more
BRAND VOCABULARY
A set of words that represent the Institute’s mission as a promoter of culture, knowledge, and dialogue.
These words should serve as the starting point for the various messages the Institute will communicate to its audiences:
art / argument / path / training / citizenship / science / collaboration / communication / knowledge / continuity / creation / culture / democracy / dialogue / dynamism / education / encounter / ethics / structuring / evolution / expansion / history / humanism / ideas / information / integration / reading / change / peace / partnership / word / research / plan / origin / meaning / technology / journey / transformation / universalism
INSTITUCIONAL
LANGUAGE
technical
serious
descriptive
FIRST PERSON
Used when the Institute communicates its internal initiatives and values.
EXAMPLES
Our goal is to promote culture, safeguard and preserve historical heritage, foster scientific research (both theoretical and empirical), and preserve the scientific and cultural legacy developed and acquired by Barbara Freitag Rouanet and Sergio Paulo Rouanet.
Our headquarters is located in Tiradentes, MG, where Sergio and Barbara have maintained a house for over 30 years, which will house the couple’s library and intellectual archive.
We will also provide an online portal giving access to digitized data from the collection, made available to the public free of charge.
Our activities are grounded in the values of the Rouanet couple, through a universalist perspective, shaped by the emphasis on emancipation and respect for human dignity, in favor of reason, freedom, human rights, and against all forms of repression.
ACADEMIC
LANGUAGE
technical
objective
formal
FIRST PERSON
Used when the Institute communicates with the academic community about a personality or a topic related to research.
EXAMPLES
We extend our sincere congratulations to writer and journalist Ruy Castro, recently elected to the Brazilian Academy of Letters (ABL) and now occupying chair 13, which until recently belonged to our co-founder, diplomat and intellectual Sergio Paulo Rouanet. Long live the new immortal!
We congratulate all those who fought for the approval of the Aldir Blanc and Paulo Gustavo laws, both of great importance to the cultural sector’s support policies.
The funds accessed through these two laws represent a much-needed relief for cultural sector workers and creative industries. A true victory for Culture!
Gilberto Gil’s aura was palpable during his inauguration speech for his seat at the ABL.
We pay tribute to this great man, whom we are honored to count among our Board Members.
GENERAL PUBLIC
LANGUAGE
inspirational
poetic
informal
FIRST PERSON
Used when the Institute speaks to the general public about its various initiatives, especially aiming to inspire participation.
EXAMPLES
The exchange between cultures and ideas can transform our worldview.
These are new ways to see our role in society. Let’s embrace this opportunity to broaden our perspective.
Your participation is very important to everything we’re imagining.
We’ll offer a variety of activities: talks, lectures, livestreams, debates, interviews, and conversation circles.
Your registration has been successfully completed. Thank you so much for your interest.
Any questions? Get in touch with us, ok?
Our language inspires free and flowing thought, like the shape of our coastline, the hair of our people, the new words that emerge every day, the natural and unexpected rhymes life gives us with a smile at the corner of the mouth.
