Rationality and Sensibility

Ask Ladi Biezus, founder and board member of our Brazilian branch, if he’s an engineer or an art connoisseur, and he may not have a quick answer for you. For the last three decades, Ladi has been fostering Company participation in cultural projects, bridging these two universes, the technical and the artistic world.

Many government agencies, banks, and other organizations sponsor artists then adorn their office walls with those magnificent creations. Those who stroll by our main Brazilian office won’t see any signs of the company activities at all – no posters of construction sites or completed projects, as would be expected. Instead, visitors will see beautiful artwork from contemporary Brazilian painters. Ladi counted many artists among his friends long before Logos, our Brazilian company, even existed; he simply continued what he had already been doing. "In the 1990s, Brazil introduced several tax incentive laws that made art sponsorship easier. Selecting either artists or cultural projects to support was something I have always liked. Doing it as part of my job is now a privilege."

SUCCESSFUL COMPANY TRADEMARK
Our Brazilian branch started by supporting a series of books about Alfredo Volpi (1896-1988), one of Brazil’s most important artists of the 20th century. Volpi, a self-taught immigrant from Italy, extensively used pigments from natural sources, often provided by our Brazilian colleagues through their assignments. Another cultural project we sponsored is an art calendar. This calendar – published every year in partnership with the University of São Paulo Museum of Contemporary Art – became a company trademark. Ladi: "With this calendar, we are able to promote Brazilian artists who otherwise would go unnoticed."

Ladi Biezus: "We also sponsored the successful movie Bicho de 7 Cabeças (literally Seven-Headed Animal, internationally known as Brainstrom). It won a number of international awards, along with public acclamation at home."

I wrote the above article for ARCADIS Elements, in which it was published in December 2002.

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