A little talk about Vernacular Design

Text made by a human :)

Recently, I have been thinking about writing about design. More specifically, my interest in unique concepts that deserve broader recognition. Vernacular design is a genuine form of communication created by people without formal training. Usually crafted by artisans in the Brazilian countryside, these signs are painted on the exterior walls of local stores, restaurants, and automotive workshops to advertise services or commercial brands (such as Coca-Cola or Honda). Every time I encounter this kind of art (which is fortunately quite often) it catches my attention because it is entirely manual, making me feel that every stroke carries a deeper intention.

Font: https://www.gifavetta.art/post/pensamentos-paradoxais-sobre-design-vernacular

Despite any perceived lack of academic technique, vernacular design must not be underestimated or viewed through a folkloric lens, it is actually a complex system of visual communication. As Priscila Farias notes in her book “Aprendendo com as ruas: a tipografia e o vernacular,” this type of expression has its own rules of composition and urban survival, operating autonomously from traditional design manuals. Furthermore, I would describe it as a sensory and aesthetic experience, where the intuitive choice of shapes, ornaments, and colors follows a systemic hierarchical intention to grant the public the appropriate legibility.

The “Every Coca-Cola is Welcome” campaign, released in 2024, embraces this vernacular culture by adopting informal, hand-painted versions of the brand’s name. By scanning and vectorizing these street murals, the Coca-Cola company applied them directly to cans and labels instead of using the official logo. This initiative not only recognizes a broader customer base (those living outside major urban centers who still consume the beverage) but also reveals the omnipresent nature of the brand.

Font: https://www.b9.com.br/167395/coca-cola-logos-arte-rua-nao-autorizados/

I had the opportunity to design a typeface inspired by Mc Levizera, an independent Brazilian funk musician who was advertising his work on the street using a hand-painted sign. My process mirrored the one used by Coca-Cola; however, since I did not have access to a full alphabet, I had to construct the missing characters by drawing inspiration from the existing letterforms. After countless adjustments of curves and anchor points, the result was a bold, syncopated typeface that blends the gritty rhythm of urban vernacular. To demonstrate its versatility, I then applied this newly crafted font onto a traditional cachaça label.

Image created in Chat GPT, and typeface made manually and vectorized in Illustrator.

Ultimately, the premise that the urban landscape serves as a classroom holds true. Engaging with the streets is essential for professionals seeking to expand their creative repertoire. The sidewalk operates as a living laboratory where people innovate to protect their livelihoods through spontaneous problem-solving. To acknowledge this vernacular expression is to validate a school of thought that thrives entirely outside academia. In the end, it proves that while technique can be taught, the raw intuition of visual survival is learned on the pavement.

I would love to hear from other designers what they think about Vernacular Design!

Let’s talk about design :) Email: candussolau@gmail.com.br Instagram: https://www.instagram.com/design__lau/ LinkedIn: https://www.linkedin.com/in/laura-mangini-candusso-940756206/

Fonts: -> Farias PL. Aprendendo com as ruas: a tipografia e o vernacular. In: O papel social do design gráfico: história, conceitos & atuação profissional. São Paulo: Senac São Paulo; 2011. -> FINIZOLA, Fátima. Tipografia Vernacular urbana: uma análise dos letreiramentos populares. São Paulo: E. Blücher, 2010. ->https://www.b9.com.br/167395/coca-cola-logos-arte-rua-nao-autorizados/ ->https://www.gifavetta.art/post/pensamentos-paradoxais-sobre-design-vernacular