Yesterday (6), the Bahia press got to know the logo used by Salvador as a host city of the 2014 World Cup. The official presentation was at the City Hall, under the hardly surprised look of journalists and politicians.
Inspired by the official logo, created by the Africa agency, owned by Bahian publicity magnate Nizan Guanaes, the logo to represent Salvador brings nothing new: it just repeats the overall logo of the event - the hands in green and yellow, in the shape of a cup - under a green frame.
The same logo shall be used at all host cities, and the only difference is the name of each city. The purpose here is that of standardizing all the logos of the country, thereby creating one single visual identity for the 2014 World Cup.
In the opinion of Everaldo Augusto, the head of the cabinet of the Extraordinary Secretariat for World Cup Affairs, this logo shall not inhibit the natural Bahian creativity. “This is just a brand representation that can be added to other elements of our very own culture”.
Population rejects logo
With the logo in its hands, the team from the 2014 Portal went to the streets to ask the people of Salvador what they thought about the new publicity image. “It looks nice, but it has nothing to do with Bahia. I think they could at least have included a ribbon of the Lord of Bonfim on one of the hands, to bring luck to Brazil”, acarajé vendor Telmira Nery said, right beside a bowl of dendê.
The issue has stirred up much controversy at the acarajé stand. For tourist Ana Beatriz, the brand does not reflect the true beauty of the city. “Salvador is beautiful, and this logo does not transmit this concept”. Administration student João Paulo went further. In his opinion, the logo should have been more colorful. “Our city has a strong African element, with lots of color. They could have used other colors as well as green and yellow”, he said.
Taxi driver Genivaldo Assis, on the other hand, had a different view. “We need to show the colors of our country. It has to be green and yellow, as we are all Brazilian and we shall have to bring the Cup to Brazil”, he stressed.
Specialists criticize
“This is not a new logo, but just a variation seal”, explains the graphic designer Diego Ribeiro. In the opinion of this professional, the composition has technical problems which go well beyond the interpretation of the Picture. “The elements are not integrated, there is a lack of overall harmony and balance”, he said.
For advertising agent Victor Lacerda, a specialist in corporate marketing, the logo does not present a good portrayal of Bahia or of Salvador as they are known to the world. “Through fate, or otherwise through an unfortunate combination of graphic elements, when I see the brand I instantly remember the can of Guaraná Antarctica. It must also be said that the master sponsor of this event is Coca-Cola, whose main competitor is Ambev, the company which produces Guaraná.
highlights
04/05 | News
