Pacaembu Stadium wayfinding

Published May 29, 2025

Mercado Livre Arena Pacaembu is part of the conservation, adaptation and new building intervention project executed and developed by Allegra Pacaembu concession. In 2022, the development of a brand review was initiated so that the concessionaire could activate the new management of the space, still under construction, with the moment of commercial prospecting for the various partners in the new venture. The project included the creation of brand strategy, visual language, signage and implementation of the materials created during the transition from the Allegra Pacaembu brand to the Mercado Livre Arena Pacaembu. Throughout the case, we detail all the points that contributed to the project's decision-making, as well as illustrate what was designed for exclusive city furniture. Pacaembu has always been an iconic place in São Paulo city, and it deserved a project that made its unique and timeless personality clear.

Just like its stadium, the Pacaembu font is a celebration of Brazilian football, its unique flavors, movements, landscapes and colors that have enchanted fans around the world for generations. In its research, Nacione found the font created for this situation and defined it as the best option to integrate the brand and signage project, not only because of its history and affection for the place, but also because of the technical quality that allowed for a diverse application for the situations and requirements of the project.

Photos by Yghor Boy.

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