INSTITUTO ARJON

              The butterfly represents transformation, but also the tough job of drawing it thousands of times.

VISUAL IDENTITY
BELO HORIZONTE — BRASIL
YEAR 2024



STUDIO: GRECO DESIGN
CREATIVE DIRETOR: GUSTAVO GRECO
DESIGN: EDUARDO OUVIDO
MOTION: EDUARDO OUVIDO & RICARDO DONATO
BIOLOGIST: MARIANA BEIRÃO
FILMING: MATEUS LARA

Founded in 2023, the Arjon Institute operates in the Maracujá community, between Ouro Preto and Itabirito, promoting sports, education, culture, and care for nature. The butterfly symbol was chosen as a metaphor for the power of transformation and renewal.

With the support of biologist Mariana Beirão, we identified the Maracujá Butterfly, which coincidentally shares its name with the community and is also common in the region. Its flight inspired the design of the symbol, which avoids a literal representation and instead seeks the dynamics of movement.

Close-up microscopic view of the butterfly wing.

The microscopic structure of its wings guided the graphic element, transforming these natural pixels into a visual language.