São Paulo

📋 1 Guidelines

🔗 Connections

Sector

Tourism Public sector

Region

Brazil

Guideline Year

2012

Language

English

Tags

City Regional

Official Websites

Brand Guidelines

2012

Brand Summary

Mission
  • The São Paulo brand aims to promote the city as a unique destination of places, services, people, and ideas, improving its visual identity and adding trustworthiness and credibility to its messages. The brand is designed to inspire and assist all those who help build São Paulo’s identity, ensuring consistent and impactful communication across all platforms [^1].
Core Values
  • contrasting
  • cultural
  • social
  • unexpected
  • unforgettable
  • pleasurable
  • varied
  • new
  • extreme
  • surprising
  • living
  • modern
Target Audience
  • The brand targets residents, visitors, tourists, business investors, and communities within São Paulo, as well as those interested in the city’s tourism, business, and licensed products [^2].
Personality Traits
  • unexpected
  • emotional
  • surprising
  • magical
  • dazzling
  • diverse
  • modern
  • energetic
  • trustworthy
  • prideful
  • ethical
  • transparent
Visual Identity Overview
  • The visual identity is based on vibrant, abstract geometric patterns and a dynamic logo featuring colorful, petal-like shapes. The brand uses a lively color palette (blue, red, yellow, green, navy), bold typography (Museo Sans), secondary graphics, photography with unusual perspectives, and patterns to convey energy, diversity, and modernity. The logo and visual elements are designed to be combined creatively, ensuring flexibility and consistency across applications [^3].

Categories

Brand Voice
  • The brand must be expressed in all of its aspects: both in the subjective language and in the objective. In the subjective language, we communicate through the tone of voice, the campaigns conceptualization, the message content. In the objective language, we communicate the visual identity, the principles of application, colors, photographic style, among others.
Brand Imagery
  • Photography is the most powerful way to show it. The purpose of Sao Paulo brand is to use photography as a way to abandon cliches and show what is behind Sao Paulo.
  • The pictures must follow the brand chromatic pattern and always be presented in perspectives that show unusual angles. Certain techniques such as overlays, overexposure, lomography and lightpainting are welcome.
  • In specific cases, ordinary photos may also be adapted to the photographic style, as long as they comply with the standards listed before.
  • Transparency effects of Adobe®Photoshop®, such as overlay and hard light, can be used together with the table colors -and if used well -provide relevant results, as exemplified on the next page.
Color Palette
  • Percentages indicated in CMYK are valid for offset quadrichromic printing in Europa scale. For application in electronic media, use RGB and Hexadecimal references. For all other types of application, use Pantone® scale in Coated reference to obtain colors by visual approximation.
  • MASP Red Pantone 186C C0 M100 Y80 K0 R234 G27 B54 Hex #ea1b36
  • Liberdade Yellow Pantone 123C C0 M20 Y100 K0 R255 G200 B8 Hex #ffc808
  • Ibirapuera Green Pantone 375C C40 M0 Y100 K0 R166 G206 B57 Hex #a6ce39
  • Paulista Blue Pantone 2925C C80 M35 Y0 K0 R0 G136 B207 Hex #0088cf
  • Tietê Blue Pantone 654C C100 M80 Y30 K20 R0 G62 B108 Hex #003e6c
  • Care must be taken in the application of the brand over a large range of backgrounds. The colors must always contrast with the background.
  • For such, always use the color combinations from electronic originals.
  • Do not change colors
  • Do not apply on a background without contrast
Typography
  • Tipography is a highly important component of Sao Paulo brand. The messages are communicated through typography. The typographic support family is Museo Sans, which is easy to read and has several styles and weights. It must be used in titles, texts, highlighted information in promotional materials, brochures, letters, institutional materials, digital media, among others. In specific cases, for presentations, e-mails and digital materials, the use of Arial is allowed.
  • The typography used in the tagline must always be “Museo Sans 900”.
  • The tagline must be aligned with the words “Sao Paulo”, at a minimum distance corresponding to the half of the height of module “P”, which refers to letter “P” of the word “Paulo”. The typography must be aligned to the right of letter “L” of the word “Paulo”.
  • Do not change typography proportions
Logo Usage
  • The logo is the main element of Sao Paulo’s visual identity. It contains the graphic translation of the proposal and of Sao Paulo’s role as a city where you can have unique experiences.
  • The position of the elements can be changed, but it is crucial that the rules of this guidebook are observed in order to preserve the integrity and the legibility of the brand in any situation.
  • The symbol can be applied in different positions, following the rules described in this guidebook. Frequently changing it helps to represent the idea that Sao Paulo is a city that is always moving and surprising. For such, always use the predetermined symbol positions from electronic originals.
  • Care must be taken in the application of the brand over a large range of backgrounds. The colors must always contrast with the background.
  • For such, always use the color combinations from electronic originals.
  • In addition to the preferred version, the Sao Paulo logo also has two other versions for application with the descriptions “cidade de”, “city of” and “ciudad de” as represented on the next page.
  • These versions must be used only in specific cases, when there is a need to communicate the city’s description.
  • The restricted use versions are used only in exceptional cases (due to technical limitations, for example), always strictly examined and subject to approval of the brand management team.
  • To ensure the visual impact and legibility of the logo, the specifications regarding the area of non-interference and minimum dimension presented in this guidebook must be respected.
  • The area of non interference must be equivalent to, at least, the height of letter “P” in relation to the limits of the graphic field outlined above by the internal dotted line.
  • The minimum reduction is intended to preserve the legibility of Sao Paulo brand. For such, the established dimensions must be respected. The measure indicated above determines the minimum size for application in general graphic pieces.
  • 10mm
  • The following examples illustrate situations of inappropriate use of Sao Paulo brand’s elements. It is crucial that these instructions are observed to ensure the visual impact and the legibility of Sao Paulo logo.
  • Do not change colors
  • Do not change the symbol position
  • Do not apply as watermark
  • Do not make any distortions
  • Do not change forms and perspective
  • Do not change typography proportions
  • Do not apply shadows and effects
  • Do not rotate
  • Do not apply on a background without contrast
  • Do not use borders
  • The tagline must be aligned with the words “Sao Paulo”, at a minimum distance corresponding to the half of the height of module “P”, which refers to letter “P” of the word “Paulo”. The typography must be aligned to the right of letter “L” of the word “Paulo”, The typography used in the tagline must always be “Museo Sans 900”.
Tone And Messaging
  • São Paulo brand is much more than an advertising campaign. It is an idea that everyone can use to promote the city as a unique destination of places, services, people and ideas. This is a way to improve the city’s visual identity, add trustworthiness and credibility to our messages. All types of brand communications will have a better performance and a consistent application if they follow the principles of this book. This guidebook was made to inspire and assist all those who in any way help to build São Paulo brand.
  • The principles presented here must be strictly followed in order to reinforce the brand communication.
  • Nowadays, it is increasingly difficult to stand out, cause emotion or provide unforgettable experiences. We seek to know the origin of the things and increase our background. More than causing surprise, things need to be magical and dazzling. In a society marked by the culture of copy, where everyone does more of the same, to astonish gets harder and harder. São Paulo is unexpected and everything that is unexpected draws our attention. Surprises break the routine and cause impact. The unexpected is a part of the metropolis’ daily life.
  • To be a paulistano, all you have to do is live in Sao Paulo. The city values the differences, shows contrasts and respects cultures. The several groups that inhabit the city live and share the same environment, showing that Sao Paulo is a great example of life in society. Brands are appreciated when they respect the differences, adapt to the communities and value diversity. The brand must create loyalty, stimulate pride and promote ethics and transparency within communities.
  • Society keeps searching for pleasure and fun. In São Paulo, everyone wants more and expect the best. People don´t want to miss a thing and everything has to be enjoyed to the fullest. The city lives in the present, changes and reinvents itself all the time.
  • In São Paulo there is an infinite range of things to satisfy people: the best restaurants, outstanding shows, excellent business opportunities and greater chances of professional success.
  • Brands must stimulate trust and integration between individuals that do not know each other and also find means to bring people closer. Consumers with common interests connect to others and build small groups, with their peculiarities and differences. A brand must consider these small groups, identifying what unites them and makes them special.
  • The brand must be expressed in all of its aspects: both in the subjective language and in the objective. In the subjective language, we communicate through the tone of voice, the campaigns conceptualization, the message content. In the objective language, we communicate the visual identity, the principles of application, colors, photographic style, among others.
  • The form of expression of Sao Paulo brand contributes to the recognition of its concepts and generates a desire for the experiences that are communicated by the brand and its partners. The visual strategy of the identity was designed to create a connection between desire and fulfillment. Thus, an environment favorable to communicate the emotional essence of what people would like to try in the place where “everything happens” is created.
Brand Values
  • brand values: contrasting, cultural, social, unexpected, unforgettable, pleasurable, varied, new, extreme, surprising, living, modern.
Visual Style
  • Sao Paulo brand visual identity is based on six visual elements: logo, colors, typography, secondary graphics, photography and pattern. Such visual elements have been designed to be combined in different creative way.
  • Certain applications can use only one of the visual elements, and others can use all six.
  • This guidebook presents the specifications for these six main elements and includes examples of applications to show the “best practices” and how they can be combined in different circumstances.
  • The logo is the main element of Sao Paulo’s visual identity. It contains the graphic translation of the proposal and of Sao Paulo’s role as a city where you can have unique experiences.
  • The position of the elements can be changed, but it is crucial that the rules of this guidebook are observed in order to preserve the integrity and the legibility of the brand in any situation.
  • Care must be taken in the application of the brand over a large range of backgrounds. The colors must always contrast with the background.
  • For such, always use the color combinations from electronic originals.
  • The tagline must be aligned with the words “Sao Paulo”, at a minimum distance corresponding to the half of the height of module “P”, which refers to letter “P” of the word “Paulo”. The typography must be aligned to the right of letter “L” of the word “Paulo”, The typography used in the tagline must always be “Museo Sans 900”.
  • To ensure the visual impact and legibility of the logo, the specifications regarding the area of non-interference and minimum dimension presented in this guidebook must be respected.
  • The area of non interference must be equivalent to, at least, the height of letter “P” in relation to the limits of the graphic field outlined above by the internal dotted line.
  • The minimum reduction is intended to preserve the legibility of Sao Paulo brand. For such, the established dimensions must be respected. The measure indicated above determines the minimum size for application in general graphic pieces.
  • 10mm
  • The following examples illustrate situations of inappropriate use of Sao Paulo brand’s elements. It is crucial that these instructions are observed to ensure the visual impact and the legibility of Sao Paulo logo.
  • Do not change colors
  • Do not change the symbol position
  • Do not apply as watermark
  • Do not make any distortions
  • Do not change forms and perspective
  • Do not change typography proportions
  • Do not apply shadows and effects
  • Do not rotate
  • Do not apply on a background without contrast
  • Do not use borders
  • The pattern is one of the visual elements that integrate Sao Paulo brand and can be used in the creation of institutional and promotional materials.
  • The patterns can also be applied in monochromatic versions, as presented on the next page.
  • For such, always use the pattern standards from electronic originals.
  • The secondary graphics are visual elements that integrate Sao Paulo brand. They can be used to create institutional and promotional materials.
  • The secondary graphics are flexible and can be changed, as long as the perspectives remain unaffected. All forms must converge to a single point, as illustrated on the next page.
  • Photography is the most powerful way to show it. The purpose of Sao Paulo brand is to use photography as a way to abandon cliches and show what is behind Sao Paulo.
  • The pictures must follow the brand chromatic pattern and always be presented in perspectives that show unusual angles. Certain techniques such as overlays, overexposure, lomography and lightpainting are welcome.
  • In specific cases, ordinary photos may also be adapted to the photographic style, as long as they comply with the standards listed before.
  • Transparency effects of Adobe®Photoshop®, such as overlay and hard light, can be used together with the table colors -and if used well -provide relevant results, as exemplified on the next page.
  • Tipography is a highly important component of Sao Paulo brand. The messages are communicated through typography. The typographic support family is Museo Sans, which is easy to read and has several styles and weights. It must be used in titles, texts, highlighted information in promotional materials, brochures, letters, institutional materials, digital media, among others. In specific cases, for presentations, e-mails and digital materials, the use of Arial is allowed.
  • Percentages indicated in CMYK are valid for offset quadrichromic printing in Europa scale. For application in electronic media, use RGB and Hexadecimal references. For all other types of application, use Pantone® scale in Coated reference to obtain colors by visual approximation.
  • MASP Red Pantone 186C C0 M100 Y80 K0 R234 G27 B54 Hex #ea1b36
  • Liberdade Yellow Pantone 123C C0 M20 Y100 K0 R255 G200 B8 Hex #ffc808
  • Ibirapuera Green Pantone 375C C40 M0 Y100 K0 R166 G206 B57 Hex #a6ce39
  • Paulista Blue Pantone 2925C C80 M35 Y0 K0 R0 G136 B207 Hex #0088cf
  • Tietê Blue Pantone 654C C100 M80 Y30 K20 R0 G62 B108 Hex #003e6c
Layout And Composition
  • The principles presented here must be strictly followed in order to reinforce the brand communication.
  • Sao Paulo brand visual identity is based on six visual elements: logo, colors, typography, secondary graphics, photography and pattern. Such visual elements have been designed to be combined in different creative way.
  • Certain applications can use only one of the visual elements, and others can use all six.
  • This guidebook presents the specifications for these six main elements and includes examples of applications to show the “best practices” and how they can be combined in different circumstances.
  • The position of the elements can be changed, but it is crucial that the rules of this guidebook are observed in order to preserve the integrity and the legibility of the brand in any situation.
  • The symbol can be applied in different positions, following the rules described in this guidebook. Frequently changing it helps to represent the idea that Sao Paulo is a city that is always moving and surprising. For such, always use the predetermined symbol positions from electronic originals.
  • Care must be taken in the application of the brand over a large range of backgrounds. The colors must always contrast with the background.
  • For such, always use the color combinations from electronic originals.
  • To ensure the visual impact and legibility of the logo, the specifications regarding the area of non-interference and minimum dimension presented in this guidebook must be respected.
  • The area of non interference must be equivalent to, at least, the height of letter “P” in relation to the limits of the graphic field outlined above by the internal dotted line.
  • The minimum reduction is intended to preserve the legibility of Sao Paulo brand. For such, the established dimensions must be respected. The measure indicated above determines the minimum size for application in general graphic pieces.
  • 10mm
  • The following examples illustrate situations of inappropriate use of Sao Paulo brand’s elements. It is crucial that these instructions are observed to ensure the visual impact and the legibility of Sao Paulo logo.
  • Do not change colors
  • Do not change the symbol position
  • Do not apply as watermark
  • Do not make any distortions
  • Do not change forms and perspective
  • Do not change typography proportions
  • Do not apply shadows and effects
  • Do not rotate
  • Do not apply on a background without contrast
  • Do not use borders
  • The pattern is one of the visual elements that integrate Sao Paulo brand and can be used in the creation of institutional and promotional materials.
  • The patterns can also be applied in monochromatic versions, as presented on the next page.
  • For such, always use the pattern standards from electronic originals.
  • The secondary graphics are visual elements that integrate Sao Paulo brand. They can be used to create institutional and promotional materials.
  • The secondary graphics are flexible and can be changed, as long as the perspectives remain unaffected. All forms must converge to a single point, as illustrated on the next page.
Brand Architecture
  • São Paulo brand represents and promotes the city of São Paulo in the country and abroad, together with other brands, which are São Paulo Turismo, Government, governmental entities, partners and third parties.
  • Foreseeing the use of brands combined, certain rules were defined for the correct application of São Paulo brand, so that each one can have its own image and identity preserved, aligned in a harmonious, convergent and unique scenario that promotes their segment interests.
  • Before applying São Paulo brand, it is ! necessary to request authorization by sending an e-mail to marcasp@spturis.com
  • São Paulo brand must be highlighted in the foreground. Other brands will be placed in the background, in equal weights.
  • São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.
  • Partner or associate brands must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • Government brand must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • Users that are not specified in this guidebook, which have been previously authorized to apply São Paulo brand. Everyone interested in using São Paulo brand must request authorization from São Paulo Turismo through the e-mail: marcasp@spturis.com
  • There will be moments in which São Paulo brand will have to be placed with other logos, whether they are from government entities, events or partners for the promotion and development of tourism in the city.
  • Therefore, 3 rules have been defined for its application in printed, advertising, publications and sponsorship materials signature.
  • Association with governmental brands: The signature must be positioned from left to right, in the following order: Sao Paulo logo, City, State and Federal Government.
  • In all cases, a line must separate the tourism brand from the governmental brands, as illustrated.
  • Association with other brands: The signature must be positioned from right to left, in the following order: Sao Paulo Brand, Other Brands.
  • The maximum height of the other brands is “3P”, where module “P” refers to the height of letter P on the name Sao Paulo
  • Association with events brand: The signature must be positioned from right to left, in the following order: Event Brand, São Paulo Brand.
  • The maximum height of the ! event brand must be equal to the height of São Paulo brand.
Co Branding
  • Foreseeing the use of brands combined, certain rules were defined for the correct application of São Paulo brand, so that each one can have its own image and identity preserved, aligned in a harmonious, convergent and unique scenario that promotes their segment interests.
  • Before applying São Paulo brand, it is ! necessary to request authorization by sending an e-mail to marcasp@spturis.com
  • São Paulo brand represents and promotes the city of São Paulo in the country and abroad, together with other brands, which are São Paulo Turismo, Government, governmental entities, partners and third parties.
  • In Brazil and Abroad São Paulo brand must be highlighted in the foreground. Other brands will be placed in the background, in equal weights.
  • Abroad São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.
  • In Brazil, defending São Paulo´s interests São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.
  • In Brazil, defending individual interests Partner or associate brands must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • Abroad São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • In Brazil, defending São Paulo´s interests São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • In Brazil, defending individual interests Government brand must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • Users that are not specified in this guidebook, which have been previously authorized to apply São Paulo brand. Everyone interested in using São Paulo brand must request authorization from São Paulo Turismo through the e-mail: marcasp@spturis.com
  • There will be moments in which São Paulo brand will have to be placed with other logos, whether they are from government entities, events or partners for the promotion and development of tourism in the city. Therefore, 3 rules have been defined for its application in printed, advertising, publications and sponsorship materials signature.
  • Association with governmental brands The signature must be positioned from left to right, in the following order: Sao Paulo logo, City, State and Federal Government.
  • In all cases, a line must separate the tourism brand from the governmental brands, as illustrated.
  • Association with other brands The signature must be positioned from right to left, in the following order: Sao Paulo Brand, Other Brands.
  • The maximum height of the other brands is “3P”, where module “P” refers to the height of letter P on the name Sao Paulo
  • Association with events brand The signature must be positioned from right to left, in the following order: Event Brand, São Paulo Brand.
  • The maximum height of the ! event brand must be equal to the height of São Paulo brand.
Association Rules
  • There will be moments in which São Paulo brand will have to be placed with other logos, whether they are from government entities, events or partners for the promotion and development of tourism in the city.
  • Therefore, 3 rules have been defined for its application in printed, advertising, publications and sponsorship materials signature.
  • Before applying São Paulo brand, it is ! necessary to request authorization by sending an e-mail to marcasp@spturis.com
  • Association with governmental brands The signature must be positioned from left to right, in the following order: Sao Paulo logo, City, State and Federal Government.
  • In all cases, a line must separate the tourism brand from the ■ governmental brands, as illustrated.
  • Association with other brands The signature must be positioned from right to left, in the following order: Sao Paulo Brand, Other Brands.
  • The maximum height of the other brands is “3P”, where module “P” refers ■ to the height of letter P on the name Sao Paulo
  • Association with events brand The signature must be positioned from right to left, in the following order: Event Brand, São Paulo Brand.
  • The maximum height of the ! event brand must be equal to the height of São Paulo brand.
Convergence Scenarios
  • São Paulo brand represents and promotes the city of São Paulo in the country and abroad, together with other brands, which are São Paulo Turismo, Government, governmental entities, partners and third parties.
  • Foreseeing the use of brands combined, certain rules were defined for the correct application of São Paulo brand, so that each one can have its own image and identity preserved, aligned in a harmonious, convergent and unique scenario that promotes their segment interests.
  • Before applying São Paulo brand, it is ! necessary to request authorization by sending an e-mail to marcasp@spturis.com
  • São Paulo brand must be highlighted in the foreground. Other brands will be placed in the background, in equal weights.
  • São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.
  • Partner or associate brands must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • Government brand must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • Users that are not specified in this guidebook, which have been previously authorized to apply São Paulo brand. Everyone interested in using São Paulo brand must request authorization from São Paulo Turismo through the e-mail: marcasp@spturis.com
Application Rules
  • São Paulo brand represents and promotes the city of São Paulo in the country and abroad, together with other brands, which are São Paulo Turismo, Government, governmental entities, partners and third parties.
  • Foreseeing the use of brands combined, certain rules were defined for the correct application of São Paulo brand, so that each one can have its own image and identity preserved, aligned in a harmonious, convergent and unique scenario that promotes their segment interests.
  • Before applying São Paulo brand, it is ! necessary to request authorization by sending an e-mail to marcasp@spturis.com
  • In Brazil and Abroad São Paulo brand must be highlighted in the foreground. Other brands will be placed in the background, in equal weights.
  • Abroad São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.
  • In Brazil, defending São Paulo´s interests São Paulo brand must be highlighted in the foreground. Partner or associate brands will be placed in the background, in smaller weights.
  • In Brazil, defending individual interests Partner or associate brands must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • Abroad São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • In Brazil, defending São Paulo´s interests São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • In Brazil, defending individual interests Government brand must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • Users that are not specified in this guidebook, which have been previously authorized to apply São Paulo brand. Everyone interested in using São Paulo brand must request authorization from São Paulo Turismo through the e-mail: marcasp@spturis.com
  • There will be moments in which São Paulo brand will have to be placed with other logos, whether they are from government entities, events or partners for the promotion and development of tourism in the city.
  • Therefore, 3 rules have been defined for its application in printed, advertising, publications and sponsorship materials signature.
  • Association with governmental brands The signature must be positioned from left to right, in the following order: Sao Paulo logo, City, State and Federal Government.
  • In all cases, a line must separate the tourism brand from the ■ governmental brands, as illustrated.
  • Association with other brands The signature must be positioned from right to left, in the following order: Sao Paulo Brand, Other Brands.
  • The maximum height of the other brands is “3P”, where module “P” refers ■ to the height of letter P on the name Sao Paulo
  • Association with events brand The signature must be positioned from right to left, in the following order: Event Brand, São Paulo Brand.
  • The maximum height of the ! event brand must be equal to the height of São Paulo brand.
Brand Partnerships
  • São Paulo brand represents and promotes the city of São Paulo in the country and abroad, together with other brands, which are São Paulo Turismo, Government, governmental entities, partners and third parties.
  • Foreseeing the use of brands combined, certain rules were defined for the correct application of São Paulo brand, so that each one can have its own image and identity preserved, aligned in a harmonious, convergent and unique scenario that promotes their segment interests.
  • Before applying São Paulo brand, it is ! necessary to request authorization by sending an e-mail to marcasp@spturis.com
  • Abroad São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • In Brazil, defending São Paulo´s interests São Paulo brand must be highlighted in the foreground. Government brands will be placed in the background, in smaller weights.
  • In Brazil, defending individual interests Government brand must be highlighted in the foreground. São Paulo brand will be placed in the background, in smaller weight. Other related brands will also be placed in the background, in equal weights.
  • There will be moments in which São Paulo brand will have to be placed with other logos, whether they are from government entities, events or partners for the promotion and development of tourism in the city.
  • Therefore, 3 rules have been defined for its application in printed, advertising, publications and sponsorship materials signature.
  • Association with governmental brands The signature must be positioned from left to right, in the following order: Sao Paulo logo, City, State and Federal Government.
  • In all cases, a line must separate the tourism brand from the ■ governmental brands, as illustrated.
  • Association with other brands The signature must be positioned from right to left, in the following order: Sao Paulo Brand, Other Brands.
  • The maximum height of the other brands is “3P”, where module “P” refers ■ to the height of letter P on the name Sao Paulo
  • Association with events brand The signature must be positioned from right to left, in the following order: Event Brand, São Paulo Brand.
  • The maximum height of the ! event brand must be equal to the height of São Paulo brand.
Brand Animated Video
  • The logo has two digital versions. One version that is in loop and constant movement, which must be applied in the internet and videos. And another version to be used as a signature in advertising films and spots.
Brand Insertion Video

  • brand insertion video -mov, mp4 e swf

  • [Figure description: Colorful Play Button Logo - The image should feature a central circular design resembling a stylized sun or a badge, with a prominent black play button icon (a right-pointing triangle) in the middle. Surrounding this play button are colorful, abstract, petal-like shapes radiating outward, with variations of red, yellow, green, and blue, arranged evenly around the circle to create a vibrant, dynamic pattern. Behind this central element, the word ‘safallo’ appears, with the letters partially visible on either side of the circle, rendered in bold, dark blue font. The overall composition has a clean white background, emphasizing the colorful and bold elements, and suggests an energetic, playful, and engaging theme associated with media or entertainment.]
  • SP_MARCAVINHETA_POS
  • [Figure description: São Paulo Logo Representation - The image should depict a dark blue rectangular background with a centrally placed logo composed of a black circle with a white play button symbol in the middle. Behind the black circle, there is a colorful, abstract, gear-like shape made of irregular, rounded segments in red, green, yellow, and blue, arranged symmetrically around the circle. Partially obscured by the black circle and situated behind the gear shape are white, bold lowercase letters spelling ‘São’ and ’lo’, with the texts partially hidden due to the overlay. The overall composition shows a vibrant, playful, and modern style, with the colorful gear shape contrasting against the dark background, and the white text providing visibility and emphasis.]
  • SP_MARCAVINHETA_NEG
Electronic Originals
  • To make the process of distribution and application of the brand easier, a complete library of files is available.
  • The file naming system will help locating correct files, appropriate for each situation. Each file has a unique code, which consists of the identification of the São Paulo brand, version, variation, appearance, colors and file format.
  • It is worth remembering that before using or distributing the São Paulo brand it is necessary to obtain authorization from São Paulo Turismo by means of the contacts listed at the end of this guidebook.
  • Appearance: positive (POS) negative (NEG)
  • Red Background (RED)
  • Green Background (VER)
  • Yellow Background (AMA) File Format .ai (vetorial)
  • .tiff (High Resolutiono)
  • .jpg (Low Resolution)
  • .png (Low Resolution with transparent background)
  • brand identifier
  • symbol variation
  • A, B, C ou D
  • color type
  • CMYK
  • RGB
  • 1 COLOR
🐛 Report