Icarus is a bar and restaurant located at the top of one of the most iconic buildings in downtown São Paulo, the Mirante do Vale. With a name inspired by the legend of Icarus, we used height and verticality as the foundations of the project.

In the myth, Icarus flies high in an attempt to touch the sun, and here the sun became the central axis of the visual identity, built from graphic elements inspired by different solar and lunar phases. From the top of the Mirante, it is possible to follow the city’s full cycle, from sunset into the night, until the sun rises again, and the identity follows this movement.

The color palette is based on red and warm tones, referencing the sunset that turns downtown São Paulo orange. The cycle of the day is reflected both in the venue’s programming and in the graphic elements.

The logotype reinforces this idea of ascent and descent. Verticality appears in the proportions of the letters and in the layout of the communication pieces, creating a reading that echoes the physical experience of being dozens of meters above the ground. That is what the project aims to translate: the atmosphere of being at the top of the city and transforming that view into visual language.