Cuthbert Visuals✨

Church Design Edition 2.0✨

Day 83/100 I was commissioned to work on a social media design for a Travel agency. Your take 🫴 .....

The rebrand by FutureBrand for Amazonia is not even trying to be a normal logo, and that’s where the misunderstanding is coming from. Not every identity is about legibility. Some are about meaning. In this case, the shape is coming from the Amazon River itself. So the point is not can you read it?, the point is can you feel what it represents? It’s still a logo, but it’s not designed to be read like one. It behaves more like a symbol. Think about it from our side as a Yoruba. If someone creates an identity inspired by Amala, using that deep, dark tone, soft round shapes, maybe even that local, organic feel, most Yoruba people won’t ask what it means. We already get it. Because it’s something we’ve experienced, you become attached to it, it tells a story. But someone outside the culture can start asking questions. Why is it dark. Why is it abstract. Why isn’t it clear. That doesn’t mean the design is bad. It just means it wasn’t made for surface level understanding. And this is where branding comes in. As designers, our job is not just to make things look good or readable. It’s to translate meaning, culture, and context into visuals. It’s storytelling. It’s strategy. We also have to understand the target audience. The people this is actually for. They are the ones who will see it, feel it, and instantly connect with it. That’s exactly what’s happening with Amazonia. It’s not just a logo you read. It’s an identity you experience. It’s a territorial identity tied to nature, geography and emotion. You’re judging it like a typical logo, but it’s actually a symbol. And symbols are not always meant to be read, they’re meant to be recognized. So you’re not meant to just read it. You’re meant to feel it.

If una glaze that Amazon river branding finish, una go tell una self the truth, for now make una continue 😪