Eduardo Paranhos

Architecture, signed.

Eduardo Paranhos was already a high-end architect, but his mark didn’t show it, and it couldn’t even be painted on his own sites. The rebrand kept his monogram, rebuilt it to work on site, and added something only he could give it: his signature.

ClientEduardo Paranhos
ServicesPositioningIdentity redesignCollateral
Year2025
Based inCascavel, Brazil
Eduardo Paranhos seated on a concrete block behind his wordmark

01
The brief

High-end work, a mark that didn’t match

Eduardo designs and builds high-end homes. His old mark failed in two ways: it didn’t look like his work, and it couldn’t be built. On site, painters couldn’t reproduce it by hand, and its hairline arc didn’t survive laser cutting.

Old logo with a thin open circle and heavy bars, next to the new logo with every part at the same weight
Before and after.

02
The symbol

Five parts, one weight

The EP monogram was already his, so I kept it and rebuilt it. The arc now has the same weight as the bars and the stem. The gaps between the five parts are deliberate: they work like a stencil, so the mark can be spray-painted on a hoarding or cut from sheet metal.

Eduardo Paranhos logo in gray on charcoal
Five parts, one weight.
Business card with the symbol over a dark paint texture

03
The wordmark

The E comes from the symbol

EDUARDO in light, PARANHOS in bold. The E has no stem. It’s the symbol’s three bars, cut on one diagonal, so the name and the mark are built from the same parts.

Outline drawing of the letters EDUARD with anchor points and a diagonal guide cutting the E’s three bars
The E is the symbol’s three bars, cut on one angle.

04
The signature

The architect signs his work

The goal was for people to recognize Eduardo’s houses by their author, the way you recognize a designer label. So the identity carries his real handwritten signature. In Dullius, the script speaks to the buyer. Here it comes from the author.

Brand line in Portuguese with Eduardo’s handwritten signature
“Spaces signed with an author’s rigor, where every detail keeps a designer-label promise.”
Single-story house with a pool and a handwritten line: Arquitetura com status de grife
“Architecture with designer-label status.” A house by Eduardo Paranhos.
The wordmark over a black and white photo of a building with a glass facade

05
The texture

No two pours alike

The texture comes from paint dropped on water. The pattern forms on its own and never comes out the same way twice. It stands for what Eduardo offers: work made once, for one client. It runs across cards, packaging and print.

Black and gray paint marbled on water
Box covered in the paint texture with the wordmark and a handwritten line

06
Applications

Signed, everywhere

The same parts on posters, a website, a tote bag, even an ice cube: the symbol is simple enough to be cut into almost anything.

Two posters on a concrete wall: the brand line and a portrait of Eduardo with his signature
“Far beyond luxury. Architecture with designer-label status.”
Website on a laptop with the brand line over the paint texture
Tote bag with the paint texture and Eduardo’s signature, on a stand
The symbol carved into an ice cube in a glass of whisky

In short

A logo marks the work.
A signature claims it.

Credits

Developed at my studio, Truworks.

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