By Mariana Junqueira
The tenth chapter of the series #BehindTheSIM, which tells the story of the professionals involved in SIM São Paulo, interviews Carlos Bêla, the designer responsible for SIM's visual identity.
What defines SIM São Paulo are not only the showcases, panels, networking and meetings. Way before the beginning of production, the elements, shapes and colors that visually represent SIM were created and defined. Designer Carlos Bêla is, since 2015 the responsible for SIM São Paulo's visual identity: "from the printed and promoted material, going through the digital, etc, in other words, every visual contact points of the brand", he explains.
Graduated in industrial drawing in FAAP, the professional dedicates himself to design since 1995 and had his works recognized in awards such as Cannes Lions, D&AD Awards, The One Show,The Clio Awards, Art Directors Club Awards, Bienal de Design Gráfico, Creative Review’s The Annual, RES 10, PromaxBDA and MTV Video Music Brasil. Despite the awards, the designer comments how it is to act in the field in Brazil which, according to him, people are not familiar with the visual arts: "You also need to instruct, guide and teach the client. You have to really defend your work".
He, who worked at MTV and Estúdio Lobo, today dedicates himself to projects of brand identity, visual comunication, motion graphics, 2d animations, stop motion, etc., many times uniting his passion for music with design.
“I've done a lot of works that combine design and music, like TV show openings, expositions, posters, visual identities for bands or audio production agencies, album covers, but certainly SIM is the most embracing and complete. Being involved in a project so rich and plural like SIM makes me immensely proud. I do everything I can to produce an art that's compatible with that plurality", tells Bêla.
He comments about the challenge of thinking through SIM's visual identitiy: "At each edition, using the same visual elements, we need to generate an individuality. We always want to keep some visual features, but changing their relations and proportions to generate new identities with exclusive peculiarities for that year".
The electronic music duo, Golden Shower, is another work with music and design he is involved. The multimedia project was created in the late 90's from the will of Bêla and Roger Marmo (with pseudonyms Markus Klaus and Kevin Rodgers) of creating an 80's sonority with everything they loved and hated about the decade. They got visibility with a music video produced and awarded by MTV at the time. In 2019, they decided to get back on activity, remaster the tracks produced from 1996 to 2006 and make them available on the digital platforms. Then, they were surprised with the presidential tweet asking "what is golden shower" - related to an incident that took place in São Paulo's carnival - and used it as an opportunity to retort the president and share their work. In an interview to Pop Fantasma, Carlos explains this episode a little better.
With experience in both segments, Bêla reflects on the production of visual arts and musical creation: "The design is a way of artistic expression just like music. A lot of what artists seek to creatively express in their works can be done through the work of a designer. For decades this relationship have become tighter, to the point of the designer being, many time, like an extension of music, a point of visual contact and even tactile for the soundwaves, complementing, adding and even helping to get the art message through".