Visual identity / Identidade Visual

Hello everyone,

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Before entering the subject of this post, I would like to announce that we have begun to animate our first short: Joana. Daniel is currently drawing on an animation table. Yes, you read it correctly, an animation table. But more details on the process of Joana will be shown in future posts.

Today I’ll present an overview of the creation process for our visual identity, the one that you see in this blog.
Last year, when I was still in college, I had some subjects related to creating visual identities. Besides my own I also decided to make the identity of this project. We used to have an “old” identity created by Damasceno, but it was originally made for what was once a short film “only”: The detail library. When the Detail Library became the name we would use for the whole project, I felt the need for another symbol.

Old Detail Library logo

The first thing I did was to propose the idea to Professor Luiz Augusto. After hearing about the project, Luiz told me that I should define the key words that this visual identity should pass, beyond the visual style that the city carried from the images of the existing short:

  • Management (project and short);
  • Direction (although the positions defined within the projects, the direction, overall, is a group process);
  • Open (Creative Commons, Open Source … freedom).

While talking with Luiz Augusto the idea of using a kind of Seal appeared: it was as if all the work done within the Library had a “signature”.
After that I presented the whole idea to the other members of the Committee: Daniel and Damasceno. They liked the idea of a new logo and it’s guidelines. Damasceno couldn’t resist and started drawing whatever came to his head.

There were several ideas for the symbol, posters, “Xinforinfola” (a device used by our character – Gadanthara) and many others.


We actually had even begun to trace Xinforinfola, but the look was becoming too “fragile and delicate” and we did not want to pass this idea for the project. A word stand out when we discussed the identity: Consistency. We wanted something that was easy to apply anywhere, but still be readable.

I was researching types while we were experimenting with the symbols. Obviously the source should be open, so I started looking for fonts in the actual OS. Looking for something with serifs, with a more antique look, that referred to something done carefully by hand. It was there that we met the league of moveable type. This is a project done by designers who are tired of using the same sources on the web and elsewhere, designers who like the freedom that promotes open licenses. This is a project that has certain similarities with the Library itself, the site doesn’t host hundreds of free fonts made in any form, but a few made with great care and kindness. In other words beautiful and different fonts.

And there was our font: Goudy Bookletter 1911, made by Barry Schwartz.

A first test shown that this font was a great choice, which made some of us question whether if it wouldn’t be better to just discard the use of a symbol stick to the name written using this font. The challenge then was not to find a symbol, but a nice composition for these words.

We did several tests of composition. Both in English and Portuguese (despite the fact that the official logo is in English).

The best option we found was this:

But it wasn’t ideal yet, it had a “hole” between the R and the A on the “Library” that bothered me a lot. Because the font is open, this was not a problem. The solution was to make a ligature between the two letters. And finally we had our final version:

Final version

And we experimented some frames, but we were happien without them: Frame 01 , Frame 02 .

In the end we were pleased with the outcome. We think it is a good balance between beauty, flexibility and applicability. Or as my Professor Luiz Augusto likes to talk: A honest visual identity.

We are preparing a page with a nice file browser (along the lines of the online repository of Big Buck Bunny) to organize the files in the Library. When we finish you will be the first to know.


Olá a todos,

Antes de entrar no assunto desta postagem, gostaria de anunciar que já começamos a animar nosso primeiro curta: Joana. Daniel está neste momento desenhando em uma mesa de luz. Sim, você leu corretamente, uma mesa de luz. Mas mais detalhes sobre o processo de Joana será mostrado na próxima postagem.

Hoje vou apresentar um resumo de como foi o processo de criação da identidade visual do projeto, esta que vocês veem no no Blog.
Ano passado, quando ainda estava na faculdade, tive algumas matérias relacionadas a criação de identidades visuais. Além da minha própria identidade decidi fazer também a deste projeto. Usávamos a já “antiga” identidade criada pelo Damasceno, mas esta foi originalmente feita sobre o que era antes um curta metragem “apenas”: A biblioteca de Pormenores. Agora que a Biblioteca se revelou algo muito maior, senti a necessidade de fazer outro simbolo pra ela.

Antiga logo da Biblioteca

A primeira coisa a ser feita foi propor a ideia ao professor Luiz Augusto. Depois de ouvir do que o projeto se tratava, Luiz me indicou definir as palavras chave que esta Identidade visual deveria passar, além do estilo visual que a cidade carregava nas imagens existentes dos curtas:

  • Gestão (do projeto e dos curtas);
  • Direção (apesar das posições definidas dentro dos projetos, a direção, no geral, é um processo em grupo);
  • Aberto (Creative Commons, Open source… liberdade).

Durante esta conversa com o Luiz Augusto, surgiu a ideia de usar uma espécie de Sinete: era como se todos os trabalhos feitos dentro a Biblioteca tivessem uma “assinatura”.
Apresentei depois toda a ideia aos outros dois que compõe o Comitê: Daniel e Damasceno. Eles gostaram da ideia de uma nova logo e as linhas guias que ela seguia, Damasceno não resistiu e já começou a desenhar tudo que vinha na cabeça.

Surgiram várias ideias para o simbolo, de posters a nossa queria “Xinforinfola” (apetrecho que Gadanthara usa no curta em que faz parte).


Na verdade tínhamos até começado a vetorizar a Xinforinfola, mas o visual estava ficando muito “delicado e frágil” e não queríamos passar esta ideia para o projeto. Uma palavra sobressaia quando discutíamos sobre a identidade: Consistência. Queríamos algo que fosse de fácil aplicação em qualquer lugar, mas ainda assim fosse legível.

Ao mesmo tempo que tentávamos encontrar um simbolo, eu pesquisava uma fonte. Obviamente a fonte deveria ser aberta, então comecei a procurar no próprio OS por fontes. Procurava por algo com serifa, com um visual mais antigo, que remetesse a algo feito cuidadosamente a mão. Foi ai que conhecemos the league of moveable type. Este é um projeto feito por designers que estão cansados de usar as mesmas fontes na web e em outros trabalhos, designers que gostam da liberdade que as licenças abertas promovem. Este é um projeto que tem certas semelhanças com a própria Biblioteca: no site não encontramos centenas de fontes gratuitas feitas de qualquer forma, mas sim algumas poucas feitas com muito cuidado e carinho. Em outras palavras fontes bonitas e diferentes.

E lá estava nossa fonte: Goudy Bookletter 1911, feita por Barry Schwartz.

Um primeiro teste já mostrou que esta fonte era a ideal, o que fez alguns de nos questionar se não era melhor não existir um simbolo, usar apenas o nome escrito com esta fonte. O desafio agora não era encontrar um simbolo, mas sim uma disposição para estas palavras.

Fizemos vários testes de composição. Tanto em inglês quanto em português (apesar da logo oficial ser em inglês).

A melhor das opções que encontramos foi esta:

Mas ela ainda não era o ideal, ela tinha um “buraco” entre o R e o A de Library que incomodava muito. Como a fonte é aberta, isto não era um problema. A solução foi fazer uma ligadura entre as duas letras. E finalmente temos nossa versão final:

Versão final

Fizemos ainda algumas bordas, apenas para teste: Borda 01 / Borda 02.

No final ficamos satisfeitos com o resultado. Achamos que ela é um bom equilíbrio entre Beleza, maleabilidade e aplicabilidade. Ou como meu professor Luiz Augusto gosta de falar: Uma identidade honesta.

Estamos preparando uma página com um navegador de arquivos bacana (nos moldes do Repositório online do Big Buck Bunny) para colocar os arquivos da Biblioteca. Quando terminarmos anunciaremos aqui.

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3 Responses to “Visual identity / Identidade Visual”

  1. Gigopepo says:

    Eu gostava muito da antiga. MESMO. Mas essa ficou bem boa tb!

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