Located on Avenida Brasil, Rio de Janeiro, the Kelson's sign was part of the city's landscape in the 1980s. It was made of square-section aluminum tubes arranged at a 45-degree angle along the avenue.

 

On the two front-facing sides of the tubes, the name "Kelson's" was printed repeatedly: black letters on aluminum (positive) and aluminum letters on a black background (negative).

 

Designed for long-distance viewing, taking into account the observer in motion amid the heavy traffic in both directions of the avenue, the image perceived in space/time produced an interesting kinetic effect, harnessing the energy expended by the movement of motor vehicles.

 

Design: Arisio Rabin / Roberto Lanari