Published on kinomotion design by Nelio Barros




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Published on kinomotion design by Nelio Barros




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We can see this phenomenon everywhere, and it looks more like a marketing strategy than real environmental attitude. The big idea with “green” branding and design is to pass on the message that the business is sustainable and environmentally friendly. But what are the reasons why “green” became cool?

Consumers are nowadays bombarded by an endless stream of news about global warming and worries about energy taxes and regulations. For these and other reasons by buying “green” consumers face an easier choice and companies reduce friction at the time of sale. Not only companies can sell easier, they can sell for more if they are “green”. Its ethical consumption allied with a premium price that can be put on green products to that justify it with increased production costs that no one cares to check. That practice is commonly called greenwashing, and has been done over and over sometimes simply by printing in recycled paper, replacing office lamps by eco-bulbs, or in some cases just by changing their visual identity and branding.

But branding is much more than visual identity and design. If a business is greenwashed, consumers will over time figure it out and stop believing on its promises. Think about all the energy companies that go to extremes to show windmills and how green they are on their posters, while they are among  the most energy consumption businesses. BP spent about 200 million dollars on re branding their company, but unfortunately got their reputation stained to a point beyond repair in the 2010 Gulf of Mexico oil spill. No amount of good design or branding efforts will save a business from broken promises. Not only this incident damaged BP, but also every other company claiming “green” got hurt by extension. The more “green” companies we see, the less credible will be their promise as we tend to extrapolate the bad practices of some to all the others too. On purely visual grounds the overuse of  ”green” design features will diminish in effectiveness over time.  The more green leafs we see in logos, the less we’ll care about them and the harder it will become to differentiate them from other businesses. The key in branding and design is differentiation, and once the market is over saturated by “green”, other promises and visual cues will be dominant to take place.

Another trick for business looking to be green is co-branding. Think about energy star , fair trade or any of the 433 (as of July 2012) tracked on the ecolabel index. It’s an interesting exercise to see how many of them have leaves in that list. And like green leafs there are other usual cliché’s being overused in allegedly eco-friendly companies and products like the use of stencil or hand drawn typefaces, brown and earth colours, grainy textures.. The list goes on and on. Interestingly enough not only one of the 25 Greener global companies  have leaves in their logos, and most are not green in color. This proves that it is company behaviour and not its visual identity that is the main brand driver.   Read more: Dying leaves, by Emblematic Green Branding: Why Originality Matters IMD – EPFL study finds eco-labels “overwhelming” for firms and customers Greenwashing “Got green?” and 10 other brand-curdling clichés to avoid in your green marketingPublished on kinomotion design by Nelio Barros




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If you never heard about it you might wonder what is it all about.

Basically CreativeMornings is a monthly morning gathering people in creative fields started by Tina Roth Eisenberg (swiss miss) in New York.. Think about TED, but with a different audience.

Each event is about 20 minute where a speaker will give a lecture, followed by a 20 minute group discussion. Ah, and it’s free of charge!

Today we are 30 chapters in cities all over the world, and growing quickly.

Last month we had our first talk about the intersection of Arts + Technology with Nathaniel Zuelzke + Trevor Patt from EPFL’s Media and Design lab where we had about 80 people attending and enjoying amazing coffee and cupcakes!

Our next Talk will be on the 13th of July, and Hugo Passarinho will talk about the Homo Ludos of games & play and the challenge of solving problemsPublished on kinomotion design by Nelio Barros




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All the other typeface characters and weights (Extra Light/Normal/bold) are an interpretation from the original 10 numerals, always keeping the same minimalistic spirit and formal elegance. Nixin is a geometric and regular typeface, with a vintage touch and a bit of modernism.

Though evenness is the driven philosophy for Nixin, “typefaces are not soldiers in an army”(*Erik Spiekermann), and its the subtle variations that keep different characters interesting and give Nixin a strong personality.

Being a geometric sans and due to its characteristics this typeface is highly legible in small sizes, but it stands particularly well as a display typeface where we can appreciate its details and construction, in particular the brackets and corners that always have the same curvature, regardless of the weight.

Nixin is minimalist and is based on two fundamental shapes: the circle and the rectangle that determine its behaviour in multiple variations.

Published on kinomotion design by Nelio Barros




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Have a look at their website: www.rmgroup.com

RMG is a B2B brand that delivers non tangible products and therefore relies heavily on the power of the brand and it’s touchpoints as a channel to convey its values. The website is thus a key tool in the communication strategy for RMG and has to be a reflection of the brand culture and values.

Key RMG values: “Commitment, detail orientation, tailor-made, quality, flexibility, objectivity, innovation and involvement. “

We opted to be very simple and sober following Dieter Rams’s mantra “As little design as possible”. The focus on what is essential and a simple and direct to the point display of information will reinforce the message that RMG is high quality and objective.

RMG’s field of expertise is by its very nature very complex and dense, and this is one of the main reasons why clients require their services in the first place. To counterbalance these perceptions RMG’s visual communication have to be clear and effective avoiding most of the clutter that can so easily overwhelm.

Published on kinomotion design by Nelio Barros




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Any project that’s related with the music field is always exiting; normally there is a good degree of freedom and the target audience is in general quite young, and that allows a good degree of experimentation and fun at the execution of these projects.

We had to produce a 15″ animation in record time to show in Festineuch, the musical festival in Neuchatel, Switzerland, and the result can be found below.

Don’t forget to check out their website, and download the application!Published on kinomotion design by Nelio Barros




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check it online at www.genevasongs.com

Published on kinomotion design by Nelio Barros




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Many thanks to the model Dóri Apáti.

This video shows part of the process behind designing a logo after the concept is defined. 110 failed attempts to produce one logo with custom typography.

Published on kinomotion design by Nelio Barros




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With offices both in Brussels and Lausanne-Switzerland, Gaius ingenium provides advisory resourcing and payroll services in the European market, and it was involved in a full branding approach from start.

This was a project touching everything from brand audit to motion graphics, passing of course by logo and identity design.

The website can be visited at gaiusingenium.com

This is the mind map; an important tool in the early stages of the design of the visual identity to gather clues on how it can be developed.Published on kinomotion design by Nelio Barros




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