The “Copo Americano” (“American Cup” in Portuguese) produced by São Paulo-based glassware company Nadir. founded by designer Nadir Figueiredo. The glass, produced since 1947, has become an icon of Brazilian culture, with over 6 billion units produced since its creation. It’s used throughout casual restaurants and bars in the country – housing both beer and coffee – and also considered as a standard unit of measure for Brazilian recipes. It has been featured in the MoMA collection in New York as a symbol of Brazilian design.
The rebrand by Futurebrand (São Paulo, Brazil) has appropriately reenergized the brand. The new logo keeps the lowercase approach but removes the rounded ends with a retro-style geometric sans serif. It certainly brings it forward into more modern design standards, but it also manages to hark back to its near 75-year-long history through the geometric and retro typography. The new icon also evolves the previous outlined version by keeping it simple and bold (better for digital applications). Color and supportive graphics are brighter, bolder and clearly Brazilian.
For the iconic Brazilian product, the reimagined identity is a winning mix.
