Creative Pick: Nueve Estudio #4, Valencian Institute of Culture
When you realize you have all the right ingredients to a recipe of brand success, Creative Pick Nueve Estudio waits no further and know it is time to start cooking the ultimate design!
“Starting from the premise that the new Valencian Institute of Culture covers different cultural areas, such as music, audiovisual/cinema, dance/theater, comprising several institutional entities, we needed a brand that takes into account the essence of diversity.
In order to carry out the brand concept and design, we focused on researching the common features shared by all the disciplines represented in the institute, namely the stage, the show and the audience.
We studied the origins and evolution of the space where all these disciplines took part throughout history.
In ancient times, the theater was understood as a physical space where all kind of cultural activities were held: music, theater, singing, dance…
By analyzing building plans we realized that those abovementioned common features tend to arrange in the form of a C-shape.
The brand for the Valencian Institute of Culture comprises a symbol, the letter C for Culture, and the typography with the name of the Institute.
A “C” representing the Culture, the Institute’s central activity, taking its morphology from the space where this took place.
A strong brand, in white and anthracite black, with a clear, direct font, and a secondary color range for the diverse applications to be developed in the second phase of the project.
The color symbolizes the diversity of areas, entities, disciplines and activities that develops at the Valencian Institute of Culture.
The font used for this brand is GT Pressura, by Grilli Type foundry.” Nueve Estudio