zigue~zague will be a multidisciplinary design studio based in São Paulo.
All concept of naming, brand, visual identity and brand guidelines
what is zigue~zague?
zigue ~ zague is a Portuguese word for "zigzag", means a line or course having alternate right and left turns.
the concept behind zigue~zague
In November 2016, Genevieve von Petzinger, a paleoanthropologist at the University of Victoria, Canada, began an unpublished study on rock art in the Palaeolithic period.
Von Petzinger found records of 32 repeating traits in different caves throughout Europe. Simple records: only zig-zag lines, dots, unfinished triangles, twisted crosses, or something resembling geometric figures.
Accompanied by a photographer, the paleoanthropologist meticulously cataloged the signs until they reached a kind of repertoire, which is repeated on the stones of different caves: a total of 32 symbols.
Specific symbols, found in more than 52 caves. For Von Petzinger and for us, it is a clear message that this discovery is a primitive species of code, or alphabet, pre-established and shared by different groups in the Paleolithic period.
One of the first human communication records, an alphabet, dating back more than 10,000 years
We also understand that there is a need to look at our past, to understand where we are and how far we will go, and how we will get there.
Valuing time, the evolution of language and thought is also very important to us, and so we symbolically add an hourglass to our symbol, and our philosophical basis.
The studio has emerged as an academic work, is under development and plans to start its activities in 2019.