Afonso Pena 1050

Afonso Pena 1050 is a mixed-use development occupying the space of the historic Othon Palace, Belo Horizonte's first luxury hotel. Built in 1978, the 29-story building will undergo a revitalization process, giving way to residential apartments, hotel rooms, a bar, a café, a coworking space, and an event area.

Our work began with choosing the project's name, which highlights the development's address to reinforce its connection to the location, emphasize its strategic point, and enhance the value of its surroundings. For the visual identity of Afonso Pena 1050, we started with the concepts of openness and multiplicity combined with urban space, representing the building's new stance in relation to the city and its diverse audiences.

The logo features a design that repeats similar structures, along with rounded shapes that reference circular elements present in the architecture. The choice of typography was based on criteria of high legibility and connection to the shape of the numbers. The color palette reflects the meeting of neutral and sober tones found in the urban context and the vibrancy of the new activities proposed by the building.