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 took this diversity in account. In order to carry out the brand, we focused in 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 the building plans we realized that those aforementioned common features tend to form a C‑shape.
The brand for the Valencian Institute of Culture comprises a symbol, the letter C for culture, and a wordmark with the Institute’s name. C represents the culture, the Institute’s central activity, taking its morphology from the space where it 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 the Valencian Institute of Culture develops.
The font used for this brand is GT Pressura, by Grilli Type.
Client: Institut Valencià de Cultura. Generalitat Valenciana