Escola Aldeia is a school in Goiânia, center-west Brazil, teaching up to the Ensino Fundamental level (equivalent of U.S. Middle School). Its identity was created by the branding agency BR/BAUEN DESIGN in 2018.
Escola Aldeia emerged as a manifestation of the need for change in the forms of teaching. In a context where we see 'school’ as a hierarchy, a linear learning model and that annuls the individual exercise of creativity, the school project was born to present an alternative to this model of education, offering the new generation a path of community, creativity and teaching methodologies. The conception of the project was based on guiding the perception of parents who yearn for new learning choices, showing through their communication and their identity construction a school that has love for knowledge, for the other and for life.
The name aldeia, meaning village, comes from the proverb “It takes a village to raise a child.”
The main logo is set in DiscórdiaBold accompanied by a symbol. There is also a secondary logo using the word Aldeia arranged in an array of nodes and set in Fedra Mono. Its shape can change and can be overlaid on top of a short paragraph.
Throughout the identity you can see Discórdia in big titles, headlines, and even blown up to the point of being cropped out. In short paragraphs the identity usually uses all three of Discórdias text styles on the same line (Regular, Italic and Bold). For all subheads and running text, including on the website, Fedra Mono does the heavy lifting.
Design Direction: Rodrigo Francisco
Brand Research & Strategy: Luís Feitoza
Design Development: Caio Kondo, Eduardo França, Felipe Carneiro, Luiz Feitoza, Rodrigo Francisco
Lifestyle Photography: Bárbara Miguel