Colégio Arca | 2021
EN | Arca is a Christian-based school that has been operating for over 10 years in Sao Paulo and seeks bringing to its students better accessibility and quality education based on the Mackenzie teaching method, which also counts with an American technique for improving children's performance in phonetics. Their professionalism and commitment to parents and students involves respect, love and the certainty that it is possible to effectively bring the best education methods to the classroom.
PT-BR | Arca é um colégio com base cristã que atua há mais de 10 anos na cidade de São Paulo e busca levar para os seus alunos uma melhor acessibilidade e um ensino de qualidade baseado no método de ensino Mackenzie, conta também com uma técnica americana responsável por melhorar o desempenho de crianças em relação a fonética. Seu profissionalismo e comprometimento com pais e alunos envolve respeito, amor e a certeza de que é possível levar de uma forma eficaz os melhores métodos de educação para a sala de aula.
EN | Project objectives:
• Identify the main characteristics that make the College what it really is; Develop a clear personality and transform these attributes into visual elements.
• Create a standardized visual language that facilitates identification, recognition and connection with the public through affective memory.
• Adjust the communication of your old design/visual identity, which was very childlike and traditional to something more contemporary.
• Develop solutions that support a new phase of the company in the digital environment and enhance its presence on social networks.
PT-BR | Objetivos do projeto:
• Identificar as principais características que fazem o Colégio ser como realmente é; Desenvolver uma personalidade clara e transformar esses atributos em elementos visuais.
• Criar uma linguagem visual padronizada que facilite a identificação, promova reconhecimento e conexão com o público através da memória afetiva.
• Ajustar a comunicação de sua antiga identidade visual, que era muito infantil e mais tradicional, para algo mais moderno.
• Desenvolver soluções que sustentam a nova fase da empresa no ambiente digital e que potencialize sua presença nas redes sociais.
EN | Creative solutions:
1. Visually represent the source of knowledge that refers to both a school book and the bible;
2. Assign strong expressions and elements that have a connection with the school, transmitting the feeling of a cozy ambient;
3. Emphasize the idea of the school name itself and use it as the main concept for the construction of the symbol, as well as the previous brand.
2. Assign strong expressions and elements that have a connection with the school, transmitting the feeling of a cozy ambient;
3. Emphasize the idea of the school name itself and use it as the main concept for the construction of the symbol, as well as the previous brand.
EN | Brand purpose: “Bring quality education to children and adolescents through activities that prepare them for personal and professional life, expanding their social relationships through culture knowledge, history, art, numerical codes and formulas, country's standard and foreign languages, physical activities and various other activities."
EN | Starting from the idea of a defined symbol, the process of building the grid began with circular courses and straight lines to arrive at a pleasant and visually harmonious result. As we can see on the side, the symbol is entirely symmetrical, representing the three basic elements: book, school and ark.
PT-BR | A partir da ideia de símbolo definida, o processo de construção do grid foi iniciado utilizando módulos áureos circulares e linhas retas para chegar em um resultado agradável e visualmente harmônico. Como podemos ver ao lado, o símbolo é inteiramente simétrico, representando os três elementos base: livro, escola e arca.
EN | The typography chosen to compose the logo is a Sans Serif called “Paralucent”. This font that was modified seeking to maintain shapes that represent the idea of a more mature and responsible brand. The optical adjustment between the letters was also applied, visually forming a fit between them and making reading more pleasant.
PT-BR | A tipografia escolhida para compor o logotipo é uma Sans Serif chamada “Paralucent”. Uma fonte que foi modificada buscando manter formas que representassem a ideia de uma marca mais madura e responsável. O ajuste óptico entre as letras também foi aplicado. Formando visualmente um encaixe entre elas e tornando a leitura mais agradável.
EN | Based on market research and focusing on the school current positioning, the main color palette chosen to compose the brand is accompanied by shades of yellow and gray. They are colors that transmit creativity and wisdom, but also refer to responsibility and commitment. A secondary palette was defined in these colors, which serves as a support to compose the visual identity, especially in digital media.
PT-BR | Baseado na pesquisa de mercado e focando no posicionamento atual do colégio, a paleta principal escolhida para compor a marca é acompanhada por tons de amarelo e cinza. São cores que transmitem criatividade e sabedoria, mas também remete à responsabilidade e compromisso. Foi definido uma paleta secundária baseada nessas cores, que serve de apoio para compor a aplicação da identidade visual, principalmente nos meios digitais.
EN | The yellow color means light, warmth, optimism and joy. Yellow symbolizes the sun, summer, prosperity and happiness. It is an inspiring color that sparks creativity and stimulates mental activities. A yellow painted environment brings more warmth and lighting. It also offers concentration and attention, so it is recommended for offices or study rooms. Some characteristics of these colors are: light, purity, youth, hospitality, wisdom and love.
EN | The gray color means neutrality, elegance, sophistication because it is a neutral color. It is also identified as a color with composure, solidity and stability. In advertising, gray conveys responsibility and security. In environments, this color gives: lightness, elegance and modernity. Some sensations caused by these colors are: professionalism, conservatism, security, intelligence, stability and commitment.
