The brand has to sambar: Rio de Janeiro's carnival as a language in generative design

Abstract

History shows that technologies have changed artistic language and design techniques. In this sense, a dialogue is presented about the relationship between typography and visual identity, based on the contemporary use of generative design. To this end, the Carnaval Rio brand is used as a case study, from the perspective of the Creativity System, proposed by Csikszentmihalyi (1998). If the brand had to sambar, the observations point to the close relationship between the evolution of technological language and generative design, in the sense of redefining and expanding the horizons of the brand's visual elements, especially typography, as a technique, creative process and cultural element.