ACADEMIA PORTUGUESA DE CINEMA | BRANDING THE MOTION PICTURE INDUSTRY
A BRAND 115 YEARS
IN THE MAKING
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ACADEMIA PORTUGUESA DE CINEMA | BRANDING THE MOTION PICTURE INDUSTRY
A BRAND 115 YEARS
IN THE MAKING
Overview
The first Portuguese movie was shot in 1896, but it took 115 years for the artists and professionals of the motion picture industry to create the Academia Portuguesa de Cinema (Portuguese Academy of Motion Pictures), which was born only in 2011. This long delay highlights the hardships the movie professionals faced when trying to create a united front, due to lack of organization, bitter rivalries and no “esprit de corps”.
Not surprisingly, Portuguese Cinema and the Portuguese people have never seemed to see eye to eye, except for a brief period in the 1930s and 1940s, referred to as the Golden Age of Portuguese Cinema. Most Portuguese still don’t feel national movies convey an accurate portrayal of their lives and stories.
Challenge
To create a brand that would unite the movie industry professionals of all branches (actors, directors, producers, scriptwriters...), attract sponsors, captivate the media, and appeal to the country’s mainstream viewers, in an effort to help close the present gap between the industry and its core target: the Portuguese. The Academy would also promote the Portuguese Cinema, in all its genres, both nationally and abroad.
Solution
We developed a brand identity, a trophy and an Annual Gala.

The brand identity reflected the unique nature of the Academy while, simultaneously, positioning it within the graphic benchmark of foreign film academies. The letter “C” (cinema), is made of several “A’s”, each representing a different branch. The natural opening of the letter “C” evokes the projection of a movie. The “C” has several graphic depictions, which should be used in different platforms (site, promotional posters, gala awards, merchandising, etc.), evoking the natural diversity of the Portuguese cinema.

The Academy’s brand claim is “Venha ver-se” (translation: “come and see yourself”), challenging people to come to the Portuguese cinema.

No film academy can live without the award statuette (“the Oscar”). The Portuguese Academy chose the name Sophia.

It means “wisdom”, but it’s also a tribute to Sophia de Mello Breyner Andresen, a Portuguese poetess, muse of all arts. The Sophia is a piece whose physical basis is the “C” that protrudes upward, forming an elongated lens, through which we can peek, reproducing the classic gesture of looking through the camera. Its female shape interior subtly evokes the Academy, the arts, the Gala and Sophia.
Results
It’s still too early to tell. The new brand was launched in November 2012. However, the Portuguese Creative Club confirmed the relevance of the Academy’s brand identity, by giving it an award of excellence, at the 2013 CCP Festival. Even though the award wasn’t a Sophia, it still felt pretty good.


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