Marácula was a transnational Cultural Association headquarted in Portugal whose purpose was to be a scenic and multimedia research, and a creation and production structure. It aimed to create, produce, co-produce and present performance-based shows in different formats, exploring diverse kinds of creative methodology.
Since the Marácula’s foundation, Snack Studio had contact with this cultural association, having developed its identity and all the promotional materials for its productions, including stationery, dossiers, tickets, posters, teasers, merchandising, website and social networks content.
The main concern in the development of the brand Marácula was to create a simple unique graphic symbol that could transmit the major aim of this cultural association, which was communicate and share their ideas and points of view with an audience. With that in mind, we have designed a symbol that is the eye of the audience, but also the tireless eye of Marácula that always sought for new challenges and new forms of communicating. In order to demonstrate the diversity and pluralism of formats and means of this cultural association, we also wanted the logo to be versatile and dynamic. And to achieve that, we played with geometric shapes to create seven different custom characters for each letter of the name Marácula, giving birth to a system that allows more than 50 possible combinations. All these concepts were explored and brought to life in the animated versions of the logo.
