New branding for Brazil’s Legal Amazon region features a snaking logotype inspired by the region's rivers. Each letter represents a state and is based on river shapes, making it 'a living logo' that can change with regional context and occasion.

The project, led by FutureBrand São Paulo, involved artists from across the states to create a unified identity while preserving local character. The initiative aims to promote Legal Amazon as a business ecosystem, not just a tourism destination, with a new 'Feito de Amazônia' seal for local produce.

With 25,000 kilometres of navigable waterways, the Amazon region's logo is both functional and visually striking, communicating the area’s richness through its own resources. The project reflects a creative approach to regional unity and diversity in Brazil.