RUEDA DE LIMA
CLIENT: Rueda De Lima Company
LOCATION: Lima, Peru
SCOPE: Branding and Visual Identity
The Rueda de Lima is conceived as a new civic landmark within El Circuito Mágico del Agua del Parque de la Reserva in Lima, Peru—an 80 m observation wheel set within a landscape of gardens and fountains, offering panoramic views across the city.
The identity emerged through a process of situating the project within this established environment. Early explorations focused on movement and atmosphere: the arc of water, the rhythm of planting, and the expansive quality of sky. The wheel was understood not only as an object, but as a continuous motion—rotational, radial, and outward-looking.
Rather than rely on literal or symbolic expression, the work moved toward reduction. The final identity is grounded in the geometry of the wheel itself, expressed through a clear and confident logo and wordmark. It is designed to be immediate and legible at scale, while allowing the surrounding landscape and experience to remain foregrounded.
The observation wheel logo is elegant and unmistakable regardless of a viewer’s familiarity with the attraction. A subtle sense of perspective embues the mark with a sense of scale and awe. The strength and simplicity of the identity guarantees that the people of Lima will be thoroughly familiar with the landmark before it has even been completed.
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