Espada Selvagem
Visual Identity for Pedro Panetto
This project represents a historical tradition connected to a modern sport called HEMA (Historical European Martial Arts). The main challenge was to develop a visual symbol that was not minimalist and could be at the same time functional in different applications. In a conceptual sense, the challenge was to combine the contexts of heraldry with a symbol that conveyed a concept of movement.
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Espada Selvagem by Pedro Panetto
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Visual Identity by Pedro Panetto
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Pedro Panetto Espada Selvagem
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Pedro Panetto Visual Identity
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Pedro PanettoBrand Logo
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Unique Properties
Inspired by the beasts of ancient Heraldry with a modern reinterpretation, the chosen animal was a jaguar because we are talking about a Brazilian brand. In addition to the regional context, the jaguar represents speed, energy, and competitiveness. It is filled with balls that represent its spots, but in addition to that, the way it is filled also conveys a sense of movement.
Tags
Visual Identity, Logo, Symbol, Heraldic, Movement, jaguar, animal, fencing, sword,
Production Technology
The Visual Identity was created using a design methodology that aims to structure the project in 3 pillars: practical, aesthetic and symbolic function. The goal was to create a brand that is visually interesting, with senses that could connect with the universe of this type of fencing. And at the same time, a brand that was applicable in different contexts, without being minimalist, though.
Design Challenge
The main challenge that we had to overcome was to create a Visual Identity that was not minimalist, but that worked well in different applications and in smaller sizes. The solution was to develop a symbol that could be transformed, creating a varied visual identity system that could be used in any size without losing its recognition.
Project Duration
This project started years ago in 2019, but then we had to pause it and it was only completed in 2024 in Vitória, a city in Brazil.
Operation Flow
The logo is used by users in the contexts of application on uniforms, patches, textbooks, medals, social networks and other things such as flags. In each context it can be used in a different way.
Research
Movement, speed, tactical ability, sharpness and focus were the abstract concepts of the project briefing. The jaguar was chosen as a symbol that perfectly conveys these elements. It has also connected with the historical European heritage of heraldry, combined with the animal that is original from Brazil (the club's location).
Inspiration
Visual identity for a medieval fencing club. The logo and symbol are very flexible in terms of use. You can use the same symbol in different formats and contexts without losing characteristics of recognition. It is a brand that represents a sport that calls for tradition, a brand that connects the current and modern sport with a legacy from the Middle Ages.
Project Overview
Espada Selvagem Visual Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Image Credits
For design images and photos please credit Pedro Panetto.
Bronze Recognition
Pedro Panetto was recognized with the coveted Bronze A' Design Award in 2025, a testament to excellence of their work Espada Selvagem Visual Identity .
Pedro Panetto Press Releases
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Pedro Panetto Newsroom
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