A identidade visual como estratégia de branding turístico em São Brás Do Suaçuí (MG)

Abstract

This study analyzes the construction of the tourism identity of the municipality of São Brás do Suaçuí (MG), based on a territorial branding proposal grounded in the local historical, architectural, and cultural heritage, with emphasis on the Church of São Brás, dated 1728, understood as a foundational landmark and a symbolic axis structuring the urban landscape. The research is applied in nature and adopts a qualitative approach, being characterized as exploratory and descriptive, using bibliographic research, documentary analysis of the Cultural Heritage Protection Inventory (IPAC, 2007), photographic records produced by the author, and interpretative content analysis. The study is based on the understanding that tourism branding must emerge from territorial identity and collective memory, avoiding artificial narratives disconnected from local reality. The developed brand incorporates elements of Minas Gerais’ Baroque architecture, an analog aesthetic inspired by travel stamps and postmarks, and the slogan “Be Enchanted”, articulating tradition, spirituality, and a contemplative experience. The illustrated map of the tourist guide, integrating heritage and local services, materializes the practical application of the proposal. It is concluded that territorial branding, when aligned with cultural authenticity and strategic governance, can contribute to strengthening cultural tourism in small municipalities.