At Estado de S. Paulo green is beautiful.
Readers April 28 woke up to a totally green front page of O Estado.
One of our blog readers, Alexandre Giesbrecht, has sent us the images.
“There was no actual explanation of why O Estado went green on the front page itself, “Alexandre wrote me. “But once you got inside you got the reason for the change.”
Here is how O Estado editors explained their choice of green for the front page:
“It wasn't just your paper that woke up greener today. Tetra Pak packings, too. Now, every Tetra Pak packing made in Brazil contains green plastic, made from sugar cane, a Braskem innovation.”
The other major Sao Paulo daily, Folha de S. Paulo, also appeared with a green front page April 28, as part of a M&C Saatchi F&Q marketing strategy announcing that all Tetra Pak packaging made in Brazil will be recycle green plastics.
More about Tetra Pak Brazil
http://www.foodproductiondaily.com/Markets/Coca-Cola-Brazil-pilot-sees-Tetra-Pak-LDPE-roll-out
Zero Hora: yellow in the logo again
Years ago I had the opportunity to work with the talented and fun team of Brazil's Zero Hora, the regional newspaper published in the southern part of the country.
We reviewed the history of that newspaper as we prepared to make design changes. One of the things that caught my eye was that the first logo had yellow in it, although it was abandoned along the way.
Now, art director Luiz Adolfo Souza, tells me that yellow is back on that logo, a way to celebrate the newspaper's 50th anniversary.
We like it!