Brazilian Amazon gets a brand identity built from its rivers
The Brazilian Amazon has unveiled its first official destination brand, created to raise its profile with travellers while opening up fresh opportunities for local producers, entrepreneurs and tourism partners.
FutureBrand São Paulo led the work, drawing on research and collaboration with residents, artists, workers and representatives from across the territory.
Its most distinctive feature is a logo shaped from the real curves of the Amazon River and its tributaries, using satellite imagery to form an alphabet from the basin’s waterways.
Developed by RAI in partnership with Embratur, the identity gives the Brazilian Legal Amazon a shared visual platform for the first time, spanning nine states while allowing each to retain its own character.
Launched through visiteamazonia.com.br, the project presents the region as a vibrant, accessible and transformative place to visit, while putting sustainable development at the heart of the proposition.
The wider system is designed as a living brand, able to shift across different contexts, colours and applications while reflecting the region’s flora, fauna and culture.
Alongside tourism promotion, the initiative also introduces a “Made of Amazon” seal for local products.
The aim is to help the Amazon function not just as a destination, but as a recognisable source of culture, craft and commerce with long-term value.
