Bemdito is a new journalism platform with text, video and sound content. Bemdito brings us with new strategies for working with information in an era of disinformation and fake news. A new space that brings together opinion, politics, art and other subjects, with diverse and original voices from all over Brazil. Voices with different backgrounds and life stories. Bemdito in brazilian portuguese could mean “blessed” and at the same time “well said”. Bemdito journal is the encounter between the sacred and the profane.

With this concept “between the sacred and the profane”, we choose to celebrate the symbolic universe of the culture of the northeast of Brazil and of the cultural movement called “Armorial”. This movement influences and is influenced by popular art, music, literature, crafts, theatre and several other popular manifestations. This symbolism is extremely strong in northeastern Brazil. A place full of cultural riches and where the “Bemdito” newspaper is born. Being born in this region of Brazil is fundamental for creating a new way of doing journalism. And the design had to translate that philosophy into images.

For this project we created a typographic family and a logotype inspired by the typography of the “Armorial” movement. This typography has references to the irons used to mark cattle on the farms and the woodcut used in popular literature booklets, called “Literatura de cordel”. The color palette of the project and illustrations are also inspired by the universe of “cordel” literature. These booklets are popular ways of telling stories from generation to generation. Whether they are true or invented stories. But always spectacular stories.

The brand identity was created to express the beauty of popular culture and costumes in a universe of erudition and intellectual thinking. Our goal was to bring a fresh and popular aesthetic to a serious and sometimes old business category. A new journal with a strong and symbolic name and a visual identity full of popular inspiration.