The Brazilian Amazon now has a brand

The Brazilian Amazon. One of the world’s most expansive and symbolic territories has an official identity, designed to honour the scale of its diversity and life force.

Created by FutureBrand in São Paulo, in collaboration with Integrated Amazon Routes (RAI) and the Brazilian Tourist Board (Embratur), the new Amazon brand unites nine states under a shared foundation while preserving what makes each unique. Designed as a living system, it gives the region a strong, contemporary voice to support tourism, sustainable development and local enterprise.

A new identity system for the region, designed to operate across nine states and a wide range of cultural, tourism and commercial applications.

Using real satellite imagery and geographic coordinates, the identity is formed from the true curves of the Amazon River basin, with an entire alphabet discovered within its 25,000km of waterways. From colour and typography to motion, the identity adapts by place and moment, expressing the Amazon’s people, culture, fauna and flora without reducing it to a single story.

Developed through deep co-creation, the project involved residents, workers, artists and creators from across the territory, alongside Amazonian illustrators, photographers, letterers and filmmakers. Extended through the “Feito de Amazônia / Made of Amazon” seal, the brand is designed to generate pride, economic value and long-term impact.

Want more? Read the full case study.