Naming: A estratégia do branding na construção da marca

a estratégia do Branding

na construção da marca.

Naming:

!"#!"#$%&'()&$*($%&+,("-#.$

$"#/0"(-(+1#+*&$0"(--20&-1&-$

%"#3$42($+5&$6$!"#$!%&

&"#'"#$!%(&)*"&+,-.&

'"#7-12*&$*($/"010&

("#89-1('#$*($2*"!3$!%4&#$'#"%#$+&$:&%&$*&$'#";(<+=$

)"#>2('$:#?$($%&'&$:#?$

Alinhando conceitos

Naming, quer dizer...

O que o design tem a ver com isso?

Dá um exemplo?

Tem como mostrar, na prática?

Por que estou aqui?

esclarecimento1º

Magno Studio

esclarecimento2º

Vamos pensar!

Qual é a funçãodo design?

esclarecimento3º

como?

7-1"#16=9#$*($'#";(<+=$2-#*#$0(@#-$('0"(-#-$0#"#$0&-9%9&+#"$-(2$0"&*21&$('$"(@#)5&$A$%&+%&""B+%9#C$

Imagem de marca

pressuposto1º

pressuposto1º

É preciso tornar-se“visível” para o consumidor

como?de novo,

!"#$%&$'(O que é isso?

*+,-.,/+#01#12/34/56742#8+9#:+8+#01#07:131,874;<+#,4#794619#04#94384=#(-1#D(@(%($2'#$%&+(E5&$('&%9&+#@$($#="(=#$,#@&"$#&$+(=F%9&C$

G&*(@&$*($=(-15&$42($0&-9%9&+#$#$'#"%#$+&$%(+1"&$*#-$42(-1H(-$&"=#+9?#%9&+#9-$

!"&%(--&$*($%&+-1"2)5&$*&-$0&+1&-$*($%&+1#1&$*#$'#"%#$%&'$&-$-(2-$0ID@9%&-$

Identidade

Posicionamento

MktMix

>1?,7;<+#042#12/34/56742!

design

@4384#A12/<+#

BCDEFDGAHF#

H>BIDH>F>B#

*JICDEKLMJ#

H@NOFIDFLMJ#

J+,(-<=#)5&K$/+L@9-($($!"&0&-9)5&$

/1"9D21&-K$!&-9%9&+#'(+1&$($/"4291(12"#$*($G#"%#-$

/)H(-M$!"&="#'#-$N&'2+9%#)5&$

!@#+(O#'(+1&$($7E(%2)5&$

89-1('#$*(#P34,07,6!

7@('(+1&-$*#$'#"%#$

J'#=('$*#$'#"%#$$

PC!

QC!

RC!

SC!

pressuposto2º

NBECJIFOH>F>B#

H@FAB@#

N&+-1"2)5&$*&-$(@('(+1&-$*(#@4384!

BOB@BIDJC#>B#@FE*F#

@4384#A12/<+# H>BIDH>F>B#

BCDEFDGAHF#

*JICDEKLMJ#

H@NOFIDFLMJ#

Tá! Mas eu vim aqui pra

saber de naming!só que não...

7@('(+1&-$*(#@4384!

7-1"#16=9#$#*&1#*#$0(@&$'#";(<+=$'&*("+&$0#"#$&$*(-(+,&@,9'(+1&$*($+&'(-$*($'#"%#-$(M&2$%&"0&"#)H(-$42($0&--9D9@91('$'#9&"$"(@#%9&+#'(+1&$%&'$&$%&+-2'9*&"C$

BQ191,/+#9472#79R+3/4,/1#01#.94#94384=#'(9&$*($%&'2+9%#)5&$L=9@$

>7S87Q#01#9.043=#(,91#"$9+,(-<'(+1&-$*($%&'2+9%#)5&$

>7S87Q#/49T59#01#21#83743#,+912#+3767,472=#1&*&$'2+*&$OL$"(=9-1"&2$

N3+8122+#8+9RQ1U+=#*('#+*#$1('0&$($'291#$0(-429-#$

Aristóteles

a palavra faladaé a impressão da alma

a palavra escritaé o símbolo daspalavras faladas

/$%&9-#$+(+T2'#$*(,("9#$-("$*#*&$2'$+&'(K$0&9-$TL$0("9=&$*($42($(--($+&'($#$

/34,2:+391C$$

U9"=9+9#$V&&@:$$

Estudante de hotelaria. Paulista, 26 anos. João Carlos Arauto Dias

Escriturária contábil. Mineira, mãe do Caio e do Luca.

Ana Beatriz Almeida

Metalúrgico. Carioca, 22 anos,primo da Maria Cecília.

Rafael Sanches

Professora de inglês. Paulista,namorada do Claudio Cerqueira.

Patrícia Sanches

Estudante de hotelaria. Paulista, 26 anos. João Carlos Arauto Dias

Joca

Escriturária contábil. Mineira, mãe do Caio e do Luca.

Ana Beatriz Almeida

Bia

Metalúrgico. Carioca, 22 anos,primo da Maria Cecília.

Rafael Sanches

Rafa

Professora de inglês. Paulista,namorada do Claudio Cerqueira.

Patrícia Sanches

Paty

palavrascarregam significadosevocam sensações

é naming?

naming...pra quê?

8(0#"#$2'#$'#"%#$*&-$-(2-$%&+%&""(+1(-$

G&-1"#$#&$'2+*&$42($,&%B$6$*9:("(+1($

W(:&")#$&$-(2$0&-9%9&+#'(+1&$

X&"+#$#$'#"%#$9+(-42(%Y,(@$

Z$2'#$:&"'#$*($0"&0#=#+*#$#21&'L<%#[$9+-09"#$&$';1$($#$02D@9%9*#*($

Mas ondecomeçoutudo isso?

!&2%#-$&0)H(-[$:#%9@9*#*($+&$0"&%(--&$*($(-%&@T#$I+91#01#@4384#+#$(,&@2)5&$*&$%&+-2'&!

!&2%#-$&0)H(-[$:#%9@9*#*($+&$0"&%(--&$*($(-%&@T#$I+91#01#@4384#+#$(,&@2)5&$*&$%&+-2'&!

W(,&@2)5&$J+*2-1"9#@$\$1"#+-:&"'#)5&$I+91#01#@4384#+#$(,&@2)5&$*&$%&+-2'&!

W(,&@2)5&$J+*2-1"9#@$\$0"&*2)5&$('$'#--#$I+91#01#@4384#+#$(,&@2)5&$*&$%&+-2'&!

I+91#01#@4384#+#$(,&@2)5&$*&$%&+-2'&!

BUR4,2<+#0+2#913840+2=##0"&*21&-$0"(%9-#'$-($*9:("(+%9#"$

século 19após

B2/34/5674=#:&%&$('$+&'(-$*($$0"&0"9(1L"9&-$&2$@&%#9-$*($&"9=('$

tradiçãonomes fundadores

I+91#01#@4384#+#$(,&@2)5&$*&$%&+-2'&!

@13840+2#6Q+T4Q7V40+2=##%&'2+9%#)5&$-('$:"&+1(9"#-$

*+,8+33W,874#48733404=#*9:("(+%9#9-$-5&$%&09#*&-$&2$-20("#*&-$"#09*#'(+1($

século 20no

B2/34/5674=#+&'(-$(+%2"1#'$&$%#'9+T&$(+1"($%@9(+1(-$($('0"(-#-$($=("#'$,#@&"$

experiêncianomes simbólicos

I+91#01#@4384#+#$(,&@2)5&$*&$%&+-2'&!

BU8122+=#'291#$9+:&"'#)5&$%&+:2+*($&$%&+-2'9*&"$

X7Q/3+=#%&+-2'9*&"$-($9+1("(--#$#0(+#-$0&"$#429@&$42($1('$"(@#)5&$%&'$&$-(2$2+9,("-&$0(--&#@$

B2/34/5674=#+&'(-$]T&+(-1&-^$1"#*2?('$2'$+&,&$5"6&78&9$81&*($'#"%#-$]*(-(+%#+#*#-^$

hoje

relevâncianomes descritivos

Mas o que épreciso paracriar nomes?

naming:processo de

Você vai precisar de conhecimentode mercado, psicologia, sociologia,lingüística, semiótica, onomástica,

etimologia, gramática e um processo!

what’s on your mind?

semiótica gestalt psicanáliselacaniana

arquétipos

terapiajunguiana

posicionamento

semiótica gestalt psicanáliselacaniana

arquétipos

terapiajunguiana

posicionamento

processo!

8_`78XJU3$ JG/`JabWJ3$

W7/c$

N#1(=&"9#-$*(#H,/13R31/4;<+$

8_`78XJU3$ JG/`JabWJ3$W7/c$

N#1(=&"9#-$*(#H,/13R31/4;<+$

DenotativoRacional

Informações

ConotativoSugestivo

Associações

FantasiosoEmocionalSensações

8_`78XJU3$ JG/`JabWJ3$W7/c$

N#1(=&"9#-$*(#H,/13R31/4;<+$G#"%#-$*($D18,+Q+674#

@H*EJCJXD#G9%"&$8&de#"($

G#9-$*9f%9@$*($"(=9-1"&$!&2%#$*9:("(+%9#)5&$

*J@NFY#

82=("($%&'0#%1&$

G#9&"$%T#+%($*($"(=9-1"&$J+*9%#$#@=2+-$#1"9D21&-$

FNNOB#/D-1"#1&g$

X&1#@$%T#+%($*($"(=9-1"&$G291#$*9:("(+%9#)5&$

8_`78XJU3$ JG/`JabWJ3$W7/c$

N#1(=&"9#-$*(#H,/13R31/4;<+$G#"%#-$B2R+3Z[42#

NBIFOD\#W(="#$*&$:21(D&@$

G#9-$*9f%9@$*($"(=9-1"&$!&2%#$*9:("(+%9#)5&$

CNBB>J#

82=("($,(@&%9*#*($

G#9&"$%T#+%($*($"(=9-1"&$J+*9%#$#@=2+-$#1"9D21&-$

IH]B#h(2-#$="(=#$*#$,91F"9#$

X&1#@$%T#+%($*($"(=9-1"&$G291#$*9:("(+%9#)5&$

8_`78XJU3$ JG/`JabWJ3$W7/c$

N#1(=&"9#-$*(#H,/13R31/4;<+$G#"%#-$*($D1Q18+9.,784;<+#

DBOBXJIH*F#

!"&*21&$('$-9$

G#9-$*9f%9@$*($"(=9-1"&$!&2%#$*9:("(+%9#)5&$

JH#82=("($-#2*#)5&$

G#9&"$%T#+%($*($"(=9-1"&$J+*9%#$#@=2+-$#1"9D21&-$

JEFIAB#J+2-91#*&$

X&1#@$%T#+%($*($"(=9-1"&$G291#$*9:("(+%9#)5&$

Mas ainda nãoestá muito vago?Existem outros

critérios?

07 tiposnaming

classificação

X90&-$*(#I497,6!

funcionais ou descritivos/0"(-(+1#'$@91("#@'(+1($&$42($6$#$('0"(-#$&2$&$42($&$0"&*21&$M$-(",9)&$&:("(%(C$`("#@'(+1(K$-5&$*9f%(9-$*($"(=9-1"&C$

`7a7W/c$G3X3W8$iWJ8XJ8j$!7XW3c7_G$

c/8XGJa_X7$/G7WJN/a$/JWcJa78$

a7V8V77k$!/WG/c/X7$

X90&-$*(#I497,6!

/0"(-(+1#'$(--(+%9#@'(+1($2'$+2'("#@$#&$+&'($

!7aXJ_G$UJ$!c/l8X/XJ3a$S$3a7$GJcJ3a$

!7Wm3WG/$nSoo$N3aXZG$P`$G/XNj$R$

alfanuméricos

X90&-$*(#I497,6!

h($&"9=('$*($2'$:2+*#*&"$&2$@&%#@$=(&="Lp%&$

m_qJ$i7a7XX3a$

j7Vc7XXr!/Nk/Wh$`J3W`J3$/WG/aJ$X/!$!3WX_`/c$

7U7W78X$

referenciais ou fundadores

X90&-$*(#I497,6!

X"#D#@T#$%&'$#-$9+9%9#9-$*#-$0#@#,"#-$

X/G$JiG$Naa$78!a$h!al$/aUJ8/$

acrônimos

X90&-$*(#I497,6!

i#-(#*&-$+&$c#<'K$+&$`"(=&$&2$+&$-s+-%"91&C$

G7WJX3W$m3N_8$X/_W_8$!7`/8_8$m3W_G$X3XU8$

clássicos

X90&-$*(#I497,6!

82=("('$#@=2'$D(+(f%9&$&2$2'#$:2+)5&C$$8(",('$0#"#$=("#"$%&+p#+)#$&2$*9:("(+%9#)5&C$

83WWJ83$j7Wi/c$!/cJ3$/hU7aX_W7$

i3G$iWJc$8_N3$G/J8$

XJNk7X$G/8X7W$t7W3$N/c$

evocativos ou sugestivos

X90&-$*(#I497,6!

!#@#,"#-$42($+5&$0&--2('$+(+T2'$,Y+%2@&$FD,9&$%&'$#$('0"(-#C$!&*('$-("$%"9#*&-K$1#+1&$0(@#$%&'D9+#)5&$*($0#@#,"#-$&2$0&"$-&+-C$

l/j33$`33`c7$8G_Nk7W8$7uu3a$k3h/k$3G3$

inventados ou arbitrários

3-$+&'(-$9+,(+1#*&-K$#&$%&+1"L"9&$*&$42($-($0(+-#K$+5&$-5&$:"21&-$*#$9'#=9+#)5&K$'#-$-9'K$*($'#+(9"#$'#9-$-9-1('L<%#C$

dica!

!#@#,"#-$p%v%9#-K$-5&$('$=("#@K$D#-(#*#-$('$'&":('#-C$

*J@NFY#N3G$w%&'021#*&"(-$M$%&'2+9%#)5&x$

y$!/>$w&DO(1&$0(42(+&x$

CBIDEF#N&'D9+#)5&$*($N7aXW/c$($87aXJa7c/$

>FIJIB#h/a$w+&'($*&$p@T&$*&$0"&0"9(1L"9&x$

3a7$w0"9'&=B+91&x$

C^FD*_#8VJ88$y$V/XNj$

Q$ Q$

Mas, é só isso?Tem algum outro

critério?

X('$42($-("$I+9%&C$h9:("(+1($*#$%&+%&""B+%9#C$X#'D6'$:L%9@$*($@('D"#"K$0"&+2+%9#"$($-&@(1"#"C$$

>HCDHIAKHPHOH>F>B#JK#>HXBEBI*HF>JE#

#00@(! 0D;9*-! ;&*#;!

N"916"9&-$*(#I497,6!

Z$D#-1#+1($%2"1&$0#"#$-("$:#%9@'(+1($@('D"#*&$($2-#*&z$

PEB`H>F>B#

N"916"9&-$*(#I497,6!

&'&! &9! <'!

U#9$"(-9-<"$#$2'$#0(@9*&z$

`(+("#@$G&1&"-$r$`G!m(*("#@$7E0"(--$r$m(*(E!8%T9+%#"9&@$r$8%T9+!

3$a&'($1('$42($#1(+*("$#&$0"&0F-91&$%&'("%9#@$*#$('0"(-#C$h(,($*#"$#0&9&$A$9'#=('$42($#$('0"(-#$42("$1"#+-'9<"C$

*JI`BIHaI*HF#B#CHAIHXH*FLMJ#

N"916"9&-$*(#I497,6!

-2%&$'#9-!

<%;(1'#-1("!

+(e-e((;!

X&*&$'2+*&$%&+-(=2($0"&+2+%9#"$&$+&'($*(0&9-$*($&2,Yr@&z$!(+-($+#$-9'0@9%9*#*(C$

AEFXHF#B#NEJIbI*HF#Xc*HO#

N"916"9&-$*(#I497,6!

V(1{+$V9@*!

j|#=(+$*#?-!

V}D&"&e#!

/-$0(--&#-$,5&$=&-1#"$*($2-Lr@&z$$N&'2+9%#$-(+-#)H(-$#="#*L,(9-$#&$%&+-2'9*&"z$

FAEF>FPHOH>F>B#

N"916"9&-$*(#I497,6!

%&+:&"1!

;9D&+!

+#12"#!

!("'91($#$%&+-1"2)5&$*($(E1(+-H(-$*($'#"%#$%&'$:#%9@9*#*(z$82=("($#@=2'#$9+1("0"(1#)5&$,9-2#@$42($0&*($-("$#*#01#*#z$

BdDBICHPHOH>F>B#

N"916"9&-$*(#I497,6!

JG#%! J0T&+(! J0#*! JD&&;!

?&&'("-! ?&&'("#+=! ?&&'?&+(-!%#:(?&&'! ?&&'+&&?!

N"916"9&-$*(#I497,6!

!&*($-("$"(=9-1"#*&z$!&*($-("$2-#*&$+#$e(Dz$

NJCCHPHOH>F>B#>B#NEJDBLMJ#

/-$1(+*B+%9#-$+5&$*2"#'C$a&'(-$-5&$0#"#$-('0"(C$

B`HDFE#FC#DBI>aI*HFC#

a&'(-$*(,('$#%&'0#+T#"$+&,#-$1(%+&@&=9#-$($+&,&-$'("%#*&-C$/*(42#"r-($A-$+&,#-$0&--9D9@9*#*(-$&2$,("-H(-$*&$+(=F%9&C$

NBICFE#IJ#XKDKEJ#

B`HDFE#F*BIDKFLeBC#

Q$ Q$

Mas comose inicia oprocesso?

7E#'9+($#-$'(1#-$*#$'#"%#$($#-$+(%(--9*#*(-$*&$'("%#*&r#@,&$/,#@9($&-$+&'(-$(E9-1(+1(-$*#$%&+%&""B+%9#$

!"#EB`BfF#J#NJCH*HJIF@BIDJ#

!"&%(--&-$*(#I497,6!

h(-(+,&@,#$2'#$@9+T#$*&$1('0&$h(1("'9+($#$(4290($J*(+<p42($#-$16%+9%#-$*($D"#9+-1&"'9+=$h(1("'9+($&-$'(%#+9-'&-$*($0(-429-#$h(-(+,&@,#$&-$0"&%(--&-$*($1&'#*#$*($*(%9-5&$3"=#+9?($#-$:&+1(-$*($"(:("B+%9#$

$"#JEAFIHgBhCB#

N"916"9&$*($*(-('0(+T&$N"916"9&$*($0&-9%9&+#'(+1&$N"916"9&$@(=#@$N"916"9&$*($0"()&-$

("#*EHB#K@#*EHDGEHJ#NFEF#>FE#IJ@BC#

!"&%(--&-$*(#I497,6!

N"9($'291&-$+&'(-$3"=#+9?(r&-$('$%#1(=&"9#-$($1('#-$U(O#$&-$TYD"9*&-$($&-$9'91#<,&-$7E0@&"($#-$,#"9#)H(-$

%"#CJOKLeBC#>B#PEFHIDJE@HIA#

!&-9%9&+#'(+1&$c9+=2Y-<%#$c(=#@$i#+%&$*($*#*&-$G(%#+9-'&-$*($D2-%#$&+$@9+($W(=9-1"&$*($*&'Y+9&-$N"9#)5&$*($2'#$@9-1#$%2"1#$

&"#*JI>KgF#F#DEHFAB@#HIH*HFO#

!"&%(--&-$*(#I497,6!

h9=#$&$+&'($7+,9($2'$%&""(9&$*($,&?$7+,9($&$+&'($0&"$(r'#9@$N&@&42(r&$('$2'$%#"15&$*($,9-91#-$N&@&42(r&$('$2'$#+I+%9&$!&+T#r&$+#$,&?$*($-1#;(T&@*("-$

)"#*JI>KgF#J#DBCDB#*JI*BHDKFO#

!"&%(--&-$*(#I497,6!

U("9p42($%&+&1#)H(-$*($@9+=2#=('$w-&+-$M$0#@#,"#-$-9'9@#"(-x$U("9p42($%&+&1#)H(-$%2@12"#9-$w-(+<*&$+(=#<,&$('$&21"&-$0#Y-(-x$m#)#$#+L@9-($@9+=2Y-<%#$W(=9-1"&$*($*&'Y+9&$M$Ja!J$

'"#DBCDBC#XHIFHC#

Q$ Q$

Tem comodar um exemplomais prático?

!"&%(--&$c7h$*($%"9#)5&$*($!"#$!%!

/+L@9-($*($&0&"12+9*#*(-$($%#'9+T&-$0&--Y,(9-$*($+#'9+=-K$%&'$D#-($+#-$*9"(1"9?(-$*($0&-9%9&+#'(+1&~$7@#D&"#)5&$*($2'$]-T&"1r@9-1^$*($#@1("+#<,#-$#@9+T#*#-$%&'$&$0&-9%9&+#'(+1&$w*($�$#$Pox~$!(-429-#$0"(@9'9+#"$O2+1&$#$F"=5&-$($9+-<129)H(-$*($"(=9-1"&$*($'#"%#-~$/,#@9#)5&$@9+=ÄY-<%#$w-&+&"9*#*($($,9#D9@9*#*($('$*9:("(+1(-$9*9&'#-x~$PÅ$#0"(-(+1#)5&~$8(@()5&$*($#@1("+#<,#-$,9L,(9-~$h(p+9)5&$*($2'$+&,&$]-T&"1r@9-1^$*($S$#$n$+&'(-~$h9-#-1("rNT(%;$w/,#@9#)5&$('$*9:("(+1(-$9*9&'#-x~$8(@()5&$p+#@~$!(-429-#$($D2-%#$*(p+9<,#$2+1&$#&-$F"=5&-$&p%9#9-~$h(p+9)5&$($,#@9*#)5&$*&$a/GJa`$p+#@$w/0"(-(+1#)5&x~$7+%#'9+T#'(+1&$*($*&%2'(+1#)5&$0#"#$"(=9-1"&$*#$'#"%#~$#1"#,6-$*($(-%"91F"9&$(-0(%9#@9?#*&~$

7aXW7`/[$$8T&"1@9-1$%&'$&-$(E("%Y%9&-$$*($+#'9+=-$,9L,(9-~$a#'9+=$Ç$$P$&0)5&$p+#@$

EF*HJ*iIHJ#B#NEJNJCHLMJ#

IF@HIA#FEYKHDBDKEF#>B#@FE*FC#

BdNEBCCMJ#>F#H>BIDH>F>B#

H>BIDH>F>B#>B#@FE*F#

*JI_B*H@BIDJ#B#HI`BCDHAFLMJ#

! $ ( % & )

7-1"#16=9#$(#H01,Z0401$@1/+0+Q+674#*($!"&O(1&$

7-1"#16=9#$($J*(+<*#*($*($G#"%#$$

j&@*9+=$7+("=9#-$W(+&,L,(9-$

'"#$!%$

Q�$*($G#9&$*($QooÉ$$$$$$$$$

JT-1Z[+#A134Q#

h(-(+,&@,("$ 2'$ 0"&O(1&$ *($ J*(+<*#*($ *($ G#"%#$ 0#"#$ *2#-$ T&@*9+=-$ %2O&-$ +(=F%9&-$ (-15&$

"(@#%9&+#*&-$ #$ (+("=9#$ "(+&,L,(@[$ (+("=9#$ 16"'9%#$ w-&@xK$ %&'D2-v,(9-$ +#12"#9-$ wD9&(1#+&@K$

%(@2@&-(K$%#",5&$'9+("#@x$($L=2#$w!Nj-xK$42($0"&*2?('$(+("=9#$(@61"9%#$($'(%s+9%#C$

JT-1Z[+2#B2R18j?8+2#

• $ X#+=9D9@9?#"$ ,#@&"(-$ ($ &-$ *9:("(+%9#9-$ *#-$ ('0"(-#-$ #1"#,6-$ *($ 2'#$(E0"(--5&$

+&'9+#<,#$($="Lp%#$w@&=&<0&-xC$

• $7+1(+*("$#-$(E0(%1#<,#-$($&-$&DO(<,&-$(-1"#16=9%&-$*&-$-(2-$=(-1&"(-C$

• $h(-(+,&@,("$%&+%(912#@'(+1($#-$'#"%#-K$#@9+T#*#-$%&'$&$+(=F%9&K$&-$'("%#*&-$

($&-$&DO(<,&-$(-1"#16=9%&-C$$

• $h(p+9"$&$'&*(@&$*($#"4291(12"#$*($'#"%#-$wj&@*9+=$y$('0"(-#-xC$$

`4Q+312#0+#,16k87+#

U#+=2#"*#$Ñ$J+&,#)5&$Ñ$82-1(+1#D9@9*#*($Ñ$N&+p#D9@9*#*($Ñ$N"(-%9'(+1&$

w*(p+9*&-$('$"(2+95&$('$PPMoÖMoÉx$

@4/37V$

9+,(-<=#)5&$

*1,l37+#943842#7,/13,487+,472#1#,487+,472#$`("#)5&$Ñ$X"#+-'9--5&$Ñ$h9-1"9D29)5&$Ñ$/=B+%9#-$W(=2@#*&"#-$

>746,k2Z8+#

@483+/1,0W,8742#01#@13840+#1#01#*+9R+3/491,/+$

%(+L"9&$

*9#=+F-<%&$3-$+&'(-$(E9-1(+1(-$+(-1($-(='(+1&$0&*('$-("$%@#--9p%#*&-$('$42#1"&$%#1(=&"9#-$"(@#%9&+#*#-K$%&+:&"'($&-$(E('0@&-$#D#9E&[$$

!#

C76Q42#1##FT31[74/.342#

J37619#+.#A1+63l?8+2#

>12837Z[+2#+.#BURQ784Z[+2#

F3T7/3l37+2#+.#O7[312#

7h!$

N7GJ`$

i#+*(9"#+1($

/'0@#$

u%(@$

7%&1"9%91}$

7r&+$

8%&Ü-T$!&e("$

/%%9&+#$ `&&*$7+("=}$

/78$ 8&21T("+$N&'0#+}$

]89=@#-K$`(&="Lp%&-$($7E0@9%#<,&-^$=("#@'(+1($#0"(-(+1#'$+&'(-$0("%(D9*&-$%&'&$%&"0&"#)H(-$(-1#1#9-$&2$('0"(-#-$'#9-$#+<=#-M#+<42#*#-C$a&'(-$]/"D91"L"9&-$&2$c9,"(-^$1(+*('$#$1"#?("$'#9-$%&+1('0&"#+(9*#*($#&$+#'9+=C$

$#

C76Q42#1##FT31[74/.342#

J37619#+.#A1+63l?8+2#

>12837Z[+2#+.#BURQ784Z[+2#

F3T7/3l37+2#+.#O7[312#

7h!$

N7GJ`$

i#+*(9"#+1($

/'0@#$

u%(@$

7%&1"9%91}$

7r&+$

8%&Ü-T$!&e("$

/%%9&+#$ `&&*$7+("=}$

/78$ 8&21T("+$N&'0#+}$

*9#=+F-<%&$

4,Zm.40+##

4,Zm.40+##8+,/19R+3n,1+##

1(+*B+%9#-$

N&"0&"#)H(-$,("*(-[$0&@Y<%#-$*($-2-1(+1#D9@9*#*($1&"+#"#'r-($2'$="#+*($+(=F%9&C$

1(+*B+%9#-$Ñ$+(=F%9&-$

N(@(D"9*#*(-$#*("('$#&$'&,9'(+1&$a(&r="((+$($#0F9#'$%#2-#-$,("*(-C$

1(+*B+%9#-$Ñ$%&'0&"1#'(+1&$

7Er,9%(r0"(-9*(+1($*&-$7_/$

N#'("&+$h9#?$($`e}+(1T$!#@1"&e$

/1"9?(-$

J*(#@9?#*&"#-$*#$&"=#+9?#)5&$F8/#A311,K$42($#0F9#$9+9%9#<,#-$,("*(-$($*(:(+*($#$'2*#+)#$*($TLD91&-C$$$

c(&+#"*&$h9N#0"9&$

/1&"$

m2+*#*&"$*&$B8+hC7/1K$2'$0&"1#@$-&D"($-2-1(+1#D9@9*#*(K$0"(-(",#)5&$($%"Y<%#$#&$=&,("+&$i2-TC$

h#"}@$j#++#T$

/1"9?$

hj$c&,($c9,([$1('$2'$,9*(&rD@&=$:&%#*&$('$1F09%&-$,("*(-C$$

/@$`&"($

!"&*2?92$&$*&%2'(+1L"9&$]_'#$U("*#*($J+%&+,(+9(+1(^$($0#@(-1"#$-&D"($#42(%9'(+1&C$

7:(91&$7-12:#K$#42(%9'(+1&$=@&D#@K$!"&1&%&@&$*($k}&1&CCC$"(@#1F"9&-$($0"(,9-H(-$%#1#-1"Fp%#-C$

1(+*B+%9#-$Ñ$%@9'L<%#-$

/%#*('9#$*($`9+L-<%#$('$j&+=$k&+=[$#-$(-1(9"#-$=("#'$(+("=9#C$$

N&'0&"1#'(+1&[$"(*2?#K$"(2<@9?(K$"(%9%@(K$"(9+,(+1(C$

1(+*B+%9#-$Ñ$%&+-2'&$($(-<@&$

U(Y%2@&-$TYD"9*&-$0"&*2?9*&-$('$-6"9(C$$$

G&1&"&@#$"(=9-1"#$0#1(+1($*($%(@2@#"$-&@#"C$

!"(:(91&$*($c&+*"(-$(-12*#$0"&O(1&$*($9+-1#@#)5&$*($12"D9+#-$(F@9%#-$+#$%9*#*(C$$

$N(+L"9&$#@1#'(+1($0"&0Y%9&$0#"#$#-$9+9%9#<,#-$&"9(+1#*#-$0(@#$-2-1(+1#D9@9*#*(C$

1(+*B+%9#-$Ñ$%&+%@2-5&$

0"&0&-1#-$

-(+("=}$

/="(=#r-($#$@(1"#$“8”$*($“-2-1(+1L,(@^$A$0#@#,"#$(+("=9#K$('$9+=@B-C$$/$-&+&"9*#*($"('(1($A$0#@#,"#$-9+("=9#$w-9+("=}x$r$,Y+%2@&$(+1"($T&'('$($'(9&$#'D9(+1(C$$

:&+1T($

W('(1($A$0#@#,"#$]:&+1(^$r$:&"'#)5&K$&"9=('K$=("#)5&C$$U9-2#@'(+1(K$&$2-&$*#$@(1"#$]j^$%&+:("($0("-&+#@9*#*($($-&p-<%#)5&C$$$

,("=}$

U("*(K$-Y'D&@&$*#$+#12"(?#K$2+9*&$A$(+("=9#C$X#'D6'$(-1L$+#$"#9?$*($%&+,("=B+%9#K$#0&+1#+*&$2'#$2+95&$(+1"($#$('0"(-#K$&$'(9&$#'D9(+1($($&-$%&+-2'9*&"(-C$$

*"((+$

N&'0&-9)5&$*($`W77a$%&'$hW7/GC$“8&+T&$,("*(”C$N&+%(91&$#-09"#%9&+#@C$

ááá$

=($(+$$

,("=}$

&e+$

%"91("9#$$

*"((+$

-(+("=}$

,9-$

:&+1T($

D@2(}$$

'9@@$

o#*JN\EHA_D#AF>’#@@`HH#

E14Q## C79TkQ78+## H9467,l37+##

-(+("=}$

,("=}$

=(Ñ(+$

,9-$

:&+1T($$

'9@@$

%"91("9#$$$

D@2(}$

&e+$$$

*"((+$

Ja!J$• $U("9p%#)5&$*($"(=9-1"&$*($'#"%#-$($0#1(+1(-$+&$i"#-9@C$$

h&'Y+9&-$J+1("+(1$$• $h9-0&+9D9@9*#*($*($*&'Y+9&$eee$%#1(=&"9#$"8+9#• $h9-0&+9D9@9*#*($*($*&'Y+9&$eee$%#1(=&"9#$"8+9"T3#

h9-#-1("$NT(%;$$• $U("9p%#)5&$*($-9=+9p%#*&-$0(O&"#<,&-$*&-$+&'(-$('$*9:("(+1(-$9*9&'#-C$$

89'9@#"9*#*($$• $i2-%#$*($2-&-$*&$+&'($('$42#@42("$p+#@9*#*(K$9+*(0(+*(+1($*($-(='(+1&C#

+#m.1#5#[137?840+p#

Ja!J$• $U("9p%#)5&$*($"(=9-1"&$*($'#"%#-$($0#1(+1(-$+&$i"#-9@C$#

+#m.1#5#[137?840+p#

JPCBE`FLMJ#

3$Ja!J$47,04$+5&$(@#D&"&2$2'#$%@#--($*($8(",9)&-$(-0(%Yp%#$0#"#$('0"(-#-$*($=("#)5&$(M&2$*9-1"9D29)5&$*($(+("=9#C$$

G#-$,("9p%#'&-$42($#@=2'#-$('0"(-#-$*(-1($-(='(+1&$"(=9-1"#'$-2#-$'#"%#-$+#-$%@#--(-[$$

I*O#q$]CCC#0#"(@T&-$($9+-1"2'(+1&-$0#"#$%&+*2?9"K$9+1(""&'0("K$1"#+-:&"'#"K$#%2'2@#"K$"(=2@#"$&2$%&+1"&@#"$(@(1"9%9*#*(CCC $

I*O#'[$]N&+-1"2)5&~$"(0#"&-K$'#+21(+)5&$($%&+-(",#)5&$('$=("#@~$-(",9)&-$*($9+-1#@#)5&C $

!&"1#+1&K$+5&$1('&-$%&'&$:#?("$2'#$"(-1"9)5&$*(p+9<,#$#$2'$+&'(C$$

G#-$#--9+#@#"('&-$#-$0"&0&-1#-$('$42($#-$%T#+%(-$*($&D1("$"(=9-1"&$-(O#'$'#9-$*9f%(9-C$$_'$,("(*9%1&$0"(%9-&$(E9=($#$0(-429-#$(-0(%9#@9?#*#K$"(#@9?#*#$0&"$#*,&=#*&-$(-0(%9#@9-1#-$('$'#"%#-$($0#1(+1(-C$$

+.#

Nome INPI .br .com

senergy vis fonthe

bluey

mill

ge en

vergy

own

criteria

dreen

r#i&#-$%T#+%(-$*($"(=9-1"&$ !&*($0&--29"$&0&-9)5&M"(-1"9)5&$ J'0(*9*&$&2$%&'$%T#+%(-$'Y+9'#-$

82=("('r-($*&'Y+9&-$%&'0&-1&-$w(E[$eeeC'9@@(+("=}C%&'x$

*9-#-1("$%T(%;$($-9'9@#"9*#*($

07242/13#8s18t#2797Q4370401#

-(+("=}$

UL"9#-$&%&""B+%9#-$%&'("%9#9-C$_'#K$(-0(%9#@'(+1(K$*($#0#"(@T&-$*($'(*9)5&C$$

,9-$

_'$#"42906@#=&$N"&#1#C$$

:&+1T($

_'#$%&+:(%)5&$('$8NC$$

D@2(}$

/?2@#*&C$X("'&$2-#*&$+#$J+=@#1(""#$+#$*6%#*#$*($So$0#"#$*(-9=+#"$&-$#("&="#'#-$*&-$'9@91#"(-$+#$=2(""#K$42($("#'$('9<*&-$('$0#0(@$#?2@C$$$

'9@@$

_'#$9+*I-1"9#$*($-(""#-C$ /@6'$*($'&9+T&K$'9@@$0&*($-("$*(-9=+#)5&$0#"#$'&(*&"$w*($="5&-K$09'(+1#CCCxC$

07242/13#8s18t#2797Q4370401#

=(Ñ(+$

,("=}$

G#"%#$*($%#*(9"#-$:"#+%(-#C$8&D"(+&'($*($&"9=('$:"#+%(-#C$

&e+$

%"91("9#$

*"((+$

7'$T&@#+*B-K$-9=+9p%#[$]+(+T2'K$+(+T2'#K$+(+T2'#$0(--&#K$+9+=26' C$

7'0"(-#$*($'Y*9#$*9=91#@$*($N#'09+#-C$

0"FE9'&-$0#--&-$

ááá$

-(+("=}$

,9-$

:&+1T($

D@2(}$$

'9@@$

=(Ñ(+$$

,("=}$

&e+$

%"91("9#$$

*"((+$

à $!"6r-(@(%9&+#"$(+1"($Q$($S$+&'(-$#$-("('$(+%#'9+T#*&-$0#"#$0(-429-#$(-0(%9#@9?#*#$w'#"%#-$($0#1(+1(-xC$$

à $h(p+9"$*(%&*9p%#*&"$w-($+(%(--L"9&xC$$7EC[$G9@@$B,136742#E1,+[l[172"##

*42+#s4-4#+R;u12#24Z2:4/k3742=#

â$N3!lWJ`jX$GGUJJ$

:"010$*($!"#$!%!

!"&%(--&$*($%"9#)5&$*($+#'9+=!

Take care to get born well

George Bernard Shaw

Luciano Urizzi