Andaluz Identity by Plau

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CLIENT

An audio/video pro­duc­tion com­pany estab­lished in 2013 by a multi-cultural trio of film­mak­ers. They cre­ate, direct, and pro­duce their self ini­ti­ated projects with tech­ni­cal and cre­ative rigor. The sto­ries they cre­ate are usu­ally oneiric and non-linear with plenty of room for interpretation.

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BRIEF

To design the new company’s brand­ing. The three cin­e­matog­ra­phers had come up with Andaluz as their name—two of them just arriv­ing from Spain and highly influ­enced by film­mak­ing dur­ing the sur­re­al­ist period. They were in the very ini­tial stages of their busi­ness fac­ing fierce com­pe­ti­tion in a thriv­ing mar­ket, and their goal was to look estab­lished and be taken as respected con­tenders in enter­ing gov­ern­men­tal incen­tive grants and in bids for pri­vate fund­ing for their pro­duc­tions. Nev­er­the­less, they were run­ning on a tight bud­get and required a cre­atively eco­nomic solution.

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APPROACH

The con­cept of sur­re­al­ism was clear from the begin­ning, their name stem­ming from the short sur­re­al­ist movie Un Perro Andaluz by Luis Buñuel and Sal­vador Dalí. For the logo noth­ing made more non-sense to us than a scratch­board illus­tra­tion of a rock­ing chair + horse head let­ter A for the logo­type. Kako, a mas­ter illus­tra­tor from Brazil ren­dered our con­cept bril­liantly. For the busi­ness cards, CD case, and web­site, non-linearity, noise, a splash of inex­pen­sive yel­low paper with mono­chrome images, 7 stamps, fucked up scans, and Futura and Adobe Gara­mond, com­plete the retro psy­che­delic brand image.

In our first approach with the design­ers, we had many ideas and ref­er­ences for our brand. Know­ing their tal­ent, we trusted them to inter­pret and develop our ideas—we really wanted their con­tri­bu­tion. When they showed us the first logo ideas, I was amazed by the result. At that very moment I felt the strength and impact that that logo would have when fin­ished. It could syn­thetize every­thing we ever wanted for our brand. Sim­ply amaz­ing. Today we get com­pli­ments all the time for the brand, but more than that, we are remem­bered in our mar­ket for it. — Glauco Guigon, Co-Founder at andaluz