Commemorative identity for the 20th anniversary of Galeria Melissa – an iconic hotspot for fashion, art, and architecture in the city of São Paulo.
To celebrate the existence of this space of creation and freedom, open to the poetry of the streets, we sought to create a dynamic system — a living organism — with rules, yet with room for the unexpected. The city, the main character of this project, invites us to embrace the infinite possibilities of encounters, cacophonies, layers of diverse, converging, and surprising existences.
With the creative contribution of multidisciplinary artist Matheus Leston, the typographic composition of the GM20 acronym was enhanced through technology, exploding into an infinity of modulations, overlays, colors, and interactivity. Within randomness, there is logic and harmony; from static forms emerge waves and movements that grow in scale and respond to sound. High & low, metamorphosis, fragments, interactivity, enchantment, extraordinary luxury — an invitation to experience.
The letters and numbers that compose the GM20 logo were designed from a skeletal base — the structural foundation of a set of variants that make the symbol a living, plural graphic organism.
This skeleton is formed by the alignment of modular cells that, throughout its structure, may vary in quantity, shape, orientation, scale, and color. Each combination gives rise to a new possible configuration — a variation that preserves the same pulse and internal logic.
Each character is composed of the overlapping of three layers, each with its own shape and distinct color. The interactions between these layers generate tension, vibration, and depth, expanding the logo’s visual and symbolic field.
The result is a system in constant mutation: multiple yet cohesive; free yet guided by an invisible matrix. The graphic language unfolds from enlarged fragments of these logos — superzoomed cutouts that reveal new textures — overlaid with a neutral and elegant typeface that anchors the composition.
To enable manipulation of the system, an application was developed that allows the generation of new versions and real-time interactions. At Galeria Melissa, this logic comes to life in a digital installation where the logo reacts to sound, presence, and visitor movement, creating a sensory experience that celebrates the fusion of technology, art, and experimentation.
Elisa von Randow, Julia Masagão, Bruna Sade and Guillermo Zetek
Erika Palomino
Lilia Góes
Matheus Leston
Pier ponto
Ipisis