Brazilian Amazon launches unified destination brand

The Brazilian Agency for International Tourism Promotion, in partnership with Integrated Amazon Routes, has launched the first official brand for the Brazilian Legal Amazon, aiming to position the region as a unified tourism and business destination.

The initiative brings together nine states — Acre, Amazonas, Amapá, Maranhão, Mato Grosso, Pará, Rondônia, Roraima and Tocantins — under a single identity designed to strengthen international tourism appeal and support sustainable economic development across the territory.

Unified identity for a vast region

Covering around 60 percent of Brazil’s territory and home to approximately 28 million people, the Brazilian Legal Amazon is one of the most biodiverse regions in the world. The new brand seeks to consolidate fragmented regional identities into a shared platform for tourism promotion, investment and cultural visibility.

The concept was developed with creative agency FutureBrand São Paulo, drawing on research and engagement with residents, artists and professionals across the nine states. The resulting identity uses natural patterns from the Amazon River basin to shape the visual system, including a logo inspired by satellite imagery of waterways.

Bruno Reis, Director of International Marketing: "The Amazon brings together all the attributes needed to establish itself as one of the most relevant tourist destinations in the world. Tourism, in this context, is a strategic tool to drive a sustainable development model based on job and income generation for local communities. From the forest to the cities, the entire territorial chain benefits. In addition, initiatives like this help position the region at the center of the global bioeconomy and strengthen the internationalization of Amazonian micro and small entrepreneurs."

Living brand system and local identity

The new identity is designed as a flexible “living brand” that adapts across regions and contexts, incorporating visual elements reflecting the Amazon’s fauna, flora and cultural diversity. It also includes a “Feito de Amazônia” (Made of Amazon) certification seal to identify locally produced goods.

Arnaldo de Andrade Bastos, Partner and Chief Design Officer: "Across the world, many of the most visited and desired tourist destinations have strong, well-established brands. The Amazon has always had this potential, but it had never brought together, in a structured way, all those involved to join efforts toward building it. Now, we present a solid brand that clearly illustrates the richness, diversity and vibrancy of the Amazon, bringing together its main elements and the power of the entire region through a single concept and design."

Strengthening tourism and economic development

The brand is intended to support tourism promotion while also driving business opportunities for local producers, artisans and entrepreneurs. It is positioned as a tool to increase visibility for regional products and services while supporting long-term preservation and income generation.

Gilvan Pereira, Secretary of Tourism of Rondônia: "The goal is to organize experiences, tourist destinations, licensing and the seal of origin under a brand that is desired and recognized worldwide. We want to reinforce the invitation for Brazilian and international tourists to come and experience the Brazilian Amazon."

www.ibtmworld.com

www.visiteamazonia.com.br

Follow Marketing Report on LinkedIn