Behind the logo: a B, an S and Rio de Janeiro

Rio de Janeiro, Brazil — At first glance, the Brazil Sensations logo shows two hand-drawn blue strokes, as free as a calligraphic gesture. Look more closely and you will find in them the company’s initials and, at the same time, two of the best-known landscapes of Rio de Janeiro, the city where we were born and where our headquarters are.

The B: Sugarloaf Mountain

The first stroke is a stylized B. Lay it on its side and a shape everyone knows appears: the high curve of Sugarloaf Mountain (Pão de Açúcar), the lower curve of Morro da Urca and, between the two, the gap where the cable car runs. It is the symbol of the entrance to Guanabara Bay and, for generations, the first postcard view for anyone arriving in Rio. In the letter that opens the name Brazil, we wanted to place the landmark that opens the city.

The S: from Copacabana to Ipanema

The second stroke is an S with a huge upper part and a tiny lower one, and it is this disproportion that draws the shoreline. The big arc is Copacabana beach, which stretches from Leme to Posto 6. Further down, the stroke curls into a short, tight curve: this is Arpoador rock, the point where the shoreline turns and heads on to Ipanema. It is a route every carioca knows by heart, and one many visitors walk in the late afternoon, when the sun sets behind Morro Dois Irmãos.

All of Rio in two letters

Placed side by side, the two landscapes form the complete logo. Rotate Sugarloaf Mountain 90° and keep the Copacabana shoreline where it is: the profile of the hills becomes the B, the line of the beach becomes the S, and the two meet exactly as they do in our signature. No line has been added. They are the same strokes, simply in a different position, which is why, for anyone who knows Rio, the Brazil Sensations logo is first and foremost a landscape.

More than a design, a way of working

The logo sums up what we have been doing since 2014. We combine the rigor of a DMC specializing in MICE, incentive travel and luxury tourism with an intimate knowledge of the territory, the kind only those who live the destination every day can have. The letters give the name and the landscapes give the meaning. That is how we design every program: with professional precision and with the emotion of a real place.

“Our logo was designed to be read in two ways: as a signature and as a landscape. That is exactly what we want to offer our partners: a solid, reliable operation, and an experience that lets you feel Brazil.” Brice Serviere, CEO of Brazil Sensations

About Brazil Sensations

Brazil Sensations is a Rio de Janeiro-based DMC specializing in incentive travel, corporate events (MICE) and luxury tourism for the European and Latin American markets. A certified B Corp, it was the first Brazilian DMC to offset 100% of the CO₂ emissions from its operations and was named Best MICE Event Organizer at the World MICE Awards in 2024 and 2025.

Next time you see our logo, look for Sugarloaf Mountain and the Copacabana shoreline. They have been there since day one.