Contributed by Gil Bottari of São Paulo-based Interbrand.
In the midst of one of Latin America’s most significant mergers between banks Itaú and Unibanco, brand managers went through a chaotic period of uncertainty and transformation. As a result, little attention was paid to Espaço Unibanco, a traditional arts centre and cinema and one of Brazil’s cultural keepsakes.
As partners of Itaú, we perceived the opportunity of reviving the arts centre, thus providing a startling brand experience endorsed by the bank. From that point, we had in our hands the responsibility of developing a new brand architecture and platform to ignite the centre’s identity revival. In the process, we strived to preserve the historical value of the former theatre.
Today under the name Espaço Itaú de Cinema, the new environment maintains their loyal public and welcomes new art film enthusiasts, promoting unmatched cultural and artistic experiences for all.
The logo has varying elements and, as cinema, allows endless possibilities. The predominance of black symbolises the cinema room, while the composition of elements characterises a film projection. Nonetheless, the logo respects Itaú’s consolidated orange colour and typography.
Brazil is a country in transformation. Our goal is to make this transformation not only economic, but also cultural. As such, our work results in a combination of elements working together to consolidate Espaço Itaú de Cinema as the home of good cinema in Rio, São Paulo, Brasília, Salvador and Porto Alegre.