ATMO Activewear needed a visual identity that reflected its connection to nature and movement. The challenge was to create a branding that was both dynamic and minimalist, conveying a sense of lightness, comfort, and performance.
To develop a visual identity capable of standing out in a competitive market while maintaining a contemporary and functional aesthetic. The brand needed to evoke freedom, balance, and align with the active lifestyle of its audience.
The core concept of ATMO is to capture the essence of atmosphere and free movement. The branding was designed to reflect the balance between the lightness of natural elements and the strength of human motion.
With a minimalist approach, the goal was to create an identity that feels light and inspiring, accompanying the natural rhythm of those who explore the outdoors.
Wordmark
The wordmark is the core typographic representation of the ATMO brand.
The added spacing between “AT” and “MO” represents the idea of movement from point A to point B, while also conveying the feeling of space to breathe. It visually reinforces ATMO’s core message of effortless movement and freedom.
Mark
The graphic mark is an abstract symbol inspired by the flow of wind and natural body movement.
Designed to stand on its own, it communicates dynamism and lightness. Perfect for product applications, embroidery, and prints, the “Mark” is a versatile and distinctive element of the ATMO identity.
Brand Identity
The ATMO Brand Personality is grounded in simplicity and modernity. It embodies a calm, approachable, and direct tone, balancing exclusivity with a sense of openness.
The brand communicates informally yet with purpose, aiming to inspire movement in a way that feels natural and effortless.
Visual Identity
The visual identity was developed to be flexible and impactful.
The core colors are inspired by nature, while vibrant tones are used to highlight products and visual communications. The use of both the wordmark and the mark offers versatility, with applications in both digital and physical products, all while maintaining a cohesive visual narrative.
Credits
Summary
Creative Direction
Marcelo Pacheco
Designers
Ricardo Barros
Hugo Barbosa
Marcelo Pacheco
Eduardo Teixeira
A Visual Identity that Perfectly Captures Our Brand’s Essence of Freedom and Movement
The identity developed by erva design perfectly captured what we wanted to communicate — freedom and movement in harmony with nature. The result exceeded our expectations in terms of visual impact and the functionality of the created elements.
