Case · 2013 — 2023
Maio Amarelo
One ribbon, one color, one line. I'm one of the creators of the movement and the author of the slogan “Atenção pela vida” (Attention for life), the mark and the visual identity.
— Vitor Sayão Prado
The story
In 2013 I was a communications intern at the Brazilian Road Safety Observatory (ONSV) in Indaiatuba. Within six months I was hired — and that same year I was part of the small group of people who created Maio Amarelo (Yellow May), a movement to draw society's attention to road safety.
It was a communication problem: nobody wakes up wanting to see a road-safety campaign. The movement needed a signal simple enough to be understood at a glance — and reproduced by any city, school or company without asking permission.
I created the slogan “Atenção pela vida”, designed the mark and the visual identity and developed several of the movement's concepts. I stayed with Maio Amarelo until 2023, handling the movement's communications.
Today the movement is adopted in more than 30 countries by governments, companies, schools and civil society. That's what I'm proudest of: a brand that keeps working without the designer around.
What I created
01
Slogan
“Atenção pela vida” (Attention for life) — the line that sums up the movement.
02
Mark
The yellow ribbon: a simple symbol, built to survive a thousand applications.
03
Visual identity
The visual system used by everyone who adopts the movement.
04
Concepts and communication
Several of the movement's concepts and its communications until 2023.
Recognition
- 30+
- countries adopt the movement
- 2014
- Good Practices in Road Safety award at IV CISEV, among 108 initiatives from 21 countries
- 2014
- Mobilidade Minuto award, from Instituto Cidade em Movimento
- ENEM
- The movement was featured in Brazil's national exam
“A good brand keeps working when the designer isn't around.”
FAQ
Questions people often ask me.
Who created Maio Amarelo (Yellow May)?
Maio Amarelo was created in 2013 at the Brazilian Road Safety Observatory (ONSV) by a small group of people. Vitor Sayão is one of its creators: he authored the slogan “Atenção pela vida” (Attention for life), the mark (the yellow ribbon) and the visual identity, as well as several of the movement's concepts.
Who created the Maio Amarelo slogan and logo?
The slogan “Atenção pela vida”, the mark and the visual identity of Maio Amarelo were created by Vitor Sayão in 2013, while he worked at the Brazilian Road Safety Observatory. He worked on Maio Amarelo until 2023, handling the movement's communications.
What is Maio Amarelo?
A road-safety awareness movement created in Brazil in 2013. Today it is adopted by governments, companies, schools and civil society in more than 30 countries. In 2014 it received the international Good Practices in Road Safety award at IV CISEV, among 108 initiatives from 21 countries.