CATEGORY

Basic Identity Applications

LEVEL

Professional

RANK

DESIGN CREDITS

Creative Directors

Rodrigo Saiani, Gustavo Saiani

Art Director

Eduardo Mattos

Illustrator

Kako (Kakofonia Studio)

Designers

Eduardo Mattos, Luisa Borja, Rodrigo Saiani, Lucas Campoi

Code

POEMA: Gustavo Saiani, Caio Vaccaro, Luisa Borja


TAGS

, , , , , ,


LINKS

Plau
Andaluz

Andaluz Identity by PlauAndaluz Identity by PlauAndaluz Identity by PlauAndaluz Identity by PlauAndaluz Identity by PlauAndaluz Identity by Plau

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.


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.


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

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