Brazilian Amazon sets the logo standard for 2026

Literal, elegant and tinged with genius, we reckon Brazilian Amazon has created the logo par excellence.

FutureBrand São Paulo has been cooking this year, and the tourism brand Brazilian Amazon is the grateful recipient.

In a simple but brilliant creative flex, the new visual system turns the actual curves of the Amazon River and its tributaries into a typographic foundation.

We love how, even despite the clever visual trickery, the design stands alone as a memorable and impactful calling card, while still evoking all the cultural, commercial and environmental leanings of the brand.

As if that wasn’t enough (and frankly it is), the colour palette, adjacent font use, and striking imagery accompanying the campaign deserve plaudits alone.

The use of satellite imagery and locally informed research was developed by FutureBrand São Paulo in partnership with RAI and Embratur, with input from residents, artists, workers and representatives across the territory.

Brazilian Amazon has also introduced a ‘Made of Amazon’ seal for local products, which extends the identity from tourism into trade and cultural equity.

Logo legends of late

A spate of brands have been doing some cool stuff in the realm of logo showboating of late. We thought we’d round up a couple.

Go nuts

Using AI can be an instant thumbs down for many, but Nutella demonstrated one of the unique traits of the medium: the ability for generative design, using an algorithm, to generate 7 million unique jar labels.

We love how the campaign turned a criticism of AI (taking away our individuality) into a merit, while keeping the iconic logo sacred.

Classic cola

Any brand logo masterclass would be amiss not to mention Coca-Cola.

The brand has slackened the reins a bit on its precious logo of late, and the real winner is creativity. The Create Real Magic project got it right because it encouraged experimentation combined with careful curation.

Touche.

Instant nostalgia

Burberry, meanwhile, jumped on the British revival trend to repurpose its logo of old. The intricate design laughs in the face of the soulless, Helvetica overload of the modern brandscape, while leaning into the vintage trend.

It was a bit of a luxury theme last year in general, too, as this Insta vid attests.