Ser+Ativo

The Ser+Ativo project initiative in Arouca strives to fight against social isolation among the elderly through various activities such as sports, psychology, physiotherapy and gerontology. The project prioritizes the involvement of the elderly and aims to integrate them into the community while providing an option to combat isolation. The activities aim to simulate their cognitive and physical abilities and promote active aging.

The goal of Ser+Ativo's visual branding is to showcase the project's commitment and sensitivity towards the eldery community, while also reflecting its authentic and personable approach. The main challenge in creating the Ser+Ativo brand was to develop something that would leave a lasting impression on viewers. The focus was not solely on the visual appeal, but also on generating genuine interest and curiosity in the project itself. Therefore, the concept behind the visual design of the brand was based on the project's purpose and the significant impact it has on the Arouquense community, particularly the elderly population.

The heart is often associated with love, compassion, connection, kindness and affection - qualities that are usually attributed to family members like grandparents. These elderly individuals embody purity and offer an unconditional love that brings immense comfort.

Furthermore, the heart symbol is also linked to the concepts of care and health, which are particularly important for the elderly. It highlights the significance of providing them with the care and attention they require and deserve.

In essence, the heart symbol represents the elderly and all that they embody.

As you gaze upon the symbol, you might sense the heart is in motion, ascending from the bottom to the top. This motion signifies the efforts of the project to promote an active lifestyle for the elderly, which aligns with the goals of Ser+Ativo (Be+Active), as its names implies.

The upward motion represents the various activities, sessions and exercises that aim to maintain the mental and physical well-being of seniors, ensuring that their bodies and minds remain functional and well cared for.

This is the pillar that completes the meaning of the symbol.

The symbol is a representation of the transformation of an elderly person's mind and body from feeling alone to feeling accompanied, embraced and cared for. The first phase of the heart symbolizes a flatter and less colorful state, while the last phase shows it is full of color and upright.