Ser+Ativo
Project for Salesian Youth Center in Arouca
Ser+Ativo is a project that combats social isolation among the elderly in Arouca municipality through sports, psychology, physiotherapy, and gerontology.
The elderly are the main focus of this project, with the aim of integrating them into the community and providing an alternative to isolation. This alternative stimulates them cognitively and physically, ensuring active ageing.
About the project
Ser+Ativo’s brand identity aims to convey the care and dedication that the project has for the elderly. The goal is to show a more human, lighter, and authentic side.
The biggest challenge in developing the identity of the Ser+Ativo project was to create something impactful that would not only appeal to the aesthetic and visual sense but also arouse curiosity and genuine interest in getting to know the core of the project.
Therefore, the visual universe’s construction is based on the project’s purpose and impact on the Arouquense community, particularly the elderly.
Ser+Ativo
Project for Salesian Youth Center in Arouca
Ser+Ativo is a project that combats social isolation among the elderly in Arouca municipality through sports, psychology, physiotherapy, and gerontology.
The elderly are the main focus of this project, with the aim of integrating them into the community and providing an alternative to isolation. This alternative stimulates them cognitively and physically, ensuring active ageing.
About the project
Ser+Ativo’s brand identity aims to convey the care and dedication that the project has for the elderly. The goal is to show a more human, lighter, and authentic side.
The biggest challenge in developing the identity of the Ser+Ativo project was to create something impactful that would not only appeal to the aesthetic and visual sense but also arouse curiosity and genuine interest in getting to know the core of the project.
Therefore, the visual universe’s construction is based on the project’s purpose and impact on the Arouquense community, particularly the elderly.
The colour palette comprises of a vibrant blue that adds a touch of lightness and energy, and a sober yellow that conveys warmth and symbolises inclusion while stimulating the intellect. The dark blue shade balances the palette by evoking feelings of security, trust and maturity.
The logo features a modern and simple sans-serif typeface with an attractive, friendly, and inviting personality.
The project’s logo features lowercase letters to create a more approachable and informal tone. The customised ‘plus’ sign complements the symbol and enhances its communicative power.
The symbol is a key element of the Ser+Ativo project’s visual identity, representing its purpose through three pillars: the elderly, movement, and transformation.
The colour palette comprises of a vibrant blue that adds a touch of lightness and energy, and a sober yellow that conveys warmth and symbolises inclusion while stimulating the intellect. The dark blue shade balances the palette by evoking feelings of security, trust and maturity.
The logo features a modern and simple sans-serif typeface with an attractive, friendly, and inviting personality.
The project’s logo features lowercase letters to create a more approachable and informal tone. The customised ‘plus’ sign complements the symbol and enhances its communicative power.
The symbol is a key element of the Ser+Ativo project’s visual identity, representing its purpose through three pillars: the elderly, movement, and transformation.
Concept of the Symbol
Elderly
The heart symbolises love, compassion, connection, kindness, and affection – attributes commonly associated with family figures, such as grandparents. Elderly people carry all the purity in the world and an unconditional love that provides comfort.
Additionally, the heart symbol also represents care and health, concepts once again directed at the elderly, emphasising the importance of their need for care and affection.
Therefore, the heart symbolises the elderly.
Concept of the Symbol
Elderly
The heart symbolises love, compassion, connection, kindness, and affection – attributes commonly associated with family figures, such as grandparents. Elderly people carry all the purity in the world and an unconditional love that provides comfort.
Additionally, the heart symbol also represents care and health, concepts once again directed at the elderly, emphasising the importance of their need for care and affection.
Therefore, the heart symbolises the elderly.
Movement
Upon viewing the symbol, one may perceive the heart as in motion, moving from bottom to top. This motion symbolises the efforts of the project to promote active ageing among the elderly, which is also a key objective of Ser+Ativo, as the name implies.
The upward movement represents the various stimulating activities and sessions that aim to maintain the physical and mental well-being of the elderly.
Movement
Upon viewing the symbol, one may perceive the heart as in motion, moving from bottom to top. This motion symbolises the efforts of the project to promote active ageing among the elderly, which is also a key objective of Ser+Ativo, as the name implies.
The upward movement represents the various stimulating activities and sessions that aim to maintain the physical and mental well-being of the elderly.
Transformation
This pillar completes the meaning of the symbol.
It represents the transformation of the elderly person’s mind and body, from feeling alone (represented by the first phase of the heart – flatter and with less colour) to feeling more accompanied, embraced, and cared for (mirrored in the last phase of the heart – full of colour and upright).
In essence, the symbol’s transformation and development represent the emotional and physical changes experienced by elderly individuals. They progress from a desensitized, sorrowful, isolated, and unloving state to a revitalized, integrated, engaged, and joyful state with the aid of the project. Therefore, the symbol plays a crucial role in the Ser+Ativo project’s visual identity.
Transformation
This pillar completes the meaning of the symbol.
It represents the transformation of the elderly person’s mind and body, from feeling alone (represented by the first phase of the heart – flatter and with less colour) to feeling more accompanied, embraced, and cared for (mirrored in the last phase of the heart – full of colour and upright).
In essence, the symbol’s transformation and development represent the emotional and physical changes experienced by elderly individuals. They progress from a desensitized, sorrowful, isolated, and unloving state to a revitalized, integrated, engaged, and joyful state with the aid of the project. Therefore, the symbol plays a crucial role in the Ser+Ativo project’s visual identity.
