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Espada Selvagem Visual Identity: Merging Medieval Heritage with Brazilian Spirit for Modern Fencing

Pedro Panetto's Espada Selvagem visual identity stands out as a dynamic branding solution for a Brazilian medieval fencing club, expertly bridging the gap between historical tradition and contemporary sport. Drawing inspiration from the beasts of ancient heraldry, Panetto reimagined the jaguar-a symbol deeply rooted in Brazil's fauna-as the club's emblem. The resulting logo is both flexible and distinctive, designed to maintain recognition across a variety of applications, from uniforms and medals to digital platforms and flags.

The design's uniqueness lies in its modern reinterpretation of heraldic motifs, with the jaguar rendered in a style that emphasizes movement, speed, and energy. The use of spots not only references the animal's natural markings but also conveys dynamism, echoing the tactical agility and focus central to fencing. The visual identity system is intentionally non-minimalist, yet remains highly adaptable, thanks to its vector-based construction and adherence to the golden ratio, ensuring clarity and proportion at any scale.

Developed over several years and completed in 2024 in Vitória, the project was guided by a methodology balancing practical, aesthetic, and symbolic functions. Panetto's main challenge was to create a brand that could be both richly detailed and versatile enough for diverse uses, without sacrificing its core identity. The solution-a transformable symbol system-successfully meets the needs of a modern HEMA (Historical European Martial Arts) club while honoring the legacy of European heraldry and the spirit of Brazilian athleticism. Espada Selvagem's recognition with the Bronze A' Design Award underscores its technical excellence, creative ingenuity, and contribution to the visual communication field.

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