CCC. Brand­ing the New Cen­ter for Cin­ema and Cre­ation.

In Chile, the cin­ema in­dus­try has grown sig­nif­i­cantly over the last few years. Chilean movies have gained in­ter­na­tional recog­ni­tion among crit­ics and au­di­ences alike, while re­ceiv­ing ma­jor awards in the most rep­utable fes­ti­vals around the world. Yet, the pro­lif­er­a­tion of mul­ti­plex cin­e­mas has put small ar­t­house cin­e­mas in risk of ex­tinc­tion, and only a hand­ful of these still ex­ist.

The iden­tity con­sist of three vari­ables that can be arranged to cre­ate end­less vari­a­tions of the iden­tity: A lo­go­type with carved C’s, a vari­able grid sys­tem, and a set of col­ors to be used as blocks in the grid.

CCC is a new cen­ter for cin­ema that aims to re­vert this sit­u­a­tion with a highly mixed ap­proach. The cen­ter has two film the­aters, of­fices, edit­ing rooms, a cafe, and a large ter­race. Set to open in San­ti­ago at the end of 2019, the cen­ter is restor­ing a beau­ti­ful old town­house to fit this pro­gram. We worked with CCC to cre­ate a dy­namic iden­tity sys­tem for the cen­ter along with a toolkit that en­ables their team to pro­duce a vast ar­ray of ma­te­ri­als while main­tain­ing high lev­els of qual­ity and con­sis­tency.

On its first phase, the center will have a small film theater for an audience of 30 people plus edit­ing rooms, a cafe, and a large ter­race.

We teamed up with de­signer Simón Sepúlveda to cre­ate an iden­tity sys­tem to be used across all com­mu­ni­ca­tions, both in print and on the web. The iden­tity con­sist of three vari­ables that can be arranged to cre­ate end­less vari­a­tions of the iden­tity: A lo­go­type with carved C’s in­spired by the graphic pat­terns in the floor tiles, a vari­able grid sys­tem based on rules of third, and a set of play­ful back­ground col­ors to be used as blocks in the grid.

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Given the wealth of ma­te­ri­als that will be needed for the cen­ter, we de­vel­oped a web ap­pli­ca­tion that can be used by the CCC team to cre­ate new grid pat­terns as a start­ing point for event posters or other com­mu­ni­ca­tions ma­te­r­ial. The grid gen­er­a­tor is writ­ten in Re­act.js.

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