“Bonde is a platform dedicated to sharing and celebrating Brazilian art and design. Motivated by the desire to connect Brazilian creatives living in New York, Bonde became the first Brazilian design conference in the United States, bringing together more than 350 people, a total of 10 speakers, 80 Brazilian publications and 2 pop-up exhibitions to a global stage.

“Since Bonde’s primary objective is to showcase design first and foremost, the identity was constructed not to overshadow the featured work. Instead, it evokes a complementary playfulness with the now iconic Bonde yellow—drawn from the classic color of Rio de Janeiro’s trams—pervading all stretches of the identity, making it immediately recognizable.

“The typeface, Marr Sans Condensed, elicits a tangible sense of Brazilian nostalgia. While difficult to pinpoint the precise origins of this feeling, the visual familiarity may be traced back to the typographic vernacular of old Brazilian editorial design seen on newspaper ads, street pamphlets and magazines.”