© FutureBrand
Design
Nature
The Amazon now has its own brand identity
Date
April 20, 2026
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The Brazilian Amazon has launched its first official brand identity, created by FutureBrand São Paulo on behalf of Integrated Amazon Routes (RAI) and the Brazilian Tourist Board (Embratur), under the brand name "Amazonia". The new identity represents the Legal Amazon (9 states, 60% of Brazil's territory, and 28 million people) and seeks to promote sustainable development in the region. The main logo is inspired by the bends and curves of the Amazon's rivers to form a cursive typography. The identity includes a vibrant color palette, illustrations of local wildlife and flora, and a seal called "Feito de Amazônia" (Made of Amazon) that certifies the origin of products made by local artisans and small business owners, with the goal of generating income to help preserve the rainforest.
© FutureBrand
The project involved collaboration from artists and photographers across all nine states and aims to position the Amazon as a transformative tourist destination that values its people and their culture.
