In 2014 Belo Horizonte was one of the host cities of the world’s biggest football event that took place in Brazil. The city had its own official poster and a set of visual elements that were used during the event. One of Belo Horizonte’s most well-known landmarks is the modernist Church of São Francisco de Assis, by Oscar Niemeyer, filled with murals and tiles from local artists. It is considered the masterpiece of Pampulha, a district in Belo Horizonte which is home to parks, museums and the Mineirão stadium, one of Brazil’s football icons. The poster created depicts the silhouette of the church, brought to life by overlapping pentagons which define the ball’s shape. It portrays the balance of nature, art and football in a celebratory welcome for athletes and visitors from all over the world.
The modernist church's exterior panels by artists Paulo Werneck (abstracts) and Cândido Portinari (figurative) were a great source of inspiration.
The juxtaposition of elements suggests the ball’s shape through its pentagons.
Overlapping shapes bring the city and football to life.
Design Studio: Hardy Design | Creative Director: Mariana Hardy | Illustration: André Coelho
Designers: André Coelho, Débora Cruz, Guilherme Araújo | Belo Horizonte, 2014