São Paulo São
Naming and branding for a dynamic platform of São Paulo, which represents the ‘zeitgeist’ of the city with power to catalyze positive linkages and promote attitude changes.
The name São Paulo São (literal translation: são is healthy) translates into the multiplicity of the city. São Paulo is not, São Paulo is (são). “Is” of (being) plural + healthy. The brand is at the same time austere and affable, it’s the essence of the city where life happens between the gaps. The signature “The good things that are so ours” reaffirms the pride and positive sense of belonging to its population.