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    In designing the proposal for the new identity and branding system for Cine-Teatro Garrett, one of the most historical theatres of Portugal, we a… Read More
    In designing the proposal for the new identity and branding system for Cine-Teatro Garrett, one of the most historical theatres of Portugal, we adopted a contemporary thought where simplicity and uniqueness is imperative contextualizing the target object — historically and formally. Read Less
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Cine-Teatro Garrett
Identity & Branding Proposal
 
 
In designing the proposal for the new identity and branding system for Cine-Teatro Garrett, one of the most historical theatres of Portugal, we adopted a contemporary thought where simplicity and uniqueness is imperative contextualizing the target object — historically and formally.
 
 
 
Historical Context
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From the contemporary thought to the historical contextualization, the first approach was based on António dos Santos Graça research — Siglas Poveiras —   a proto-writing system that was been used by the local fishing community of Póvoa de Varzim in Portugal for many generations — along with the idea of the previous communication system — type based.

We started developing a custom typeface especially for the theatre called Almeida — a tribute to the writer and dramaturge Almeida Garrett — the type is sub-divived in two tipologies — the main one is a concrete system regarding form and purpose (communication), the secundary system pretends to achieve through simplicity not just a decorative purpose but an unique way of communication.
 

Formal Context
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The secundary typography ambiguous purpose — communicative / ornamental — builds the monogram idea.
The fragmentation of specifics uppercase letters (C-TG) pretends to assume interpersonal communicative values translating the target object trought figurative wealth from the historical Theatre representation in Ancient Greece (two masks) — Tragedy / Comedy — to the analogy of the photographic studies of motion from Eadweard Muybridge inventor of zoopraxiscope, a device that was later regarded as an early movie projector.