Ponto – Cultura e Criatividade
Penafiel
Services
Branding | Editorial | Signage | Motion
In 2024 Bavaroise was invited to create the visual identity for Ponto C- Cultura e Criatividade, a new cultural center in Penafiel, Portugal. This state-of-the-art facility was conceived by architect Hélder de Carvalho to be a hub for all forms of art and culture, serving both the local community and the broader Tâmega and Sousa region.
Ponto C, a highly energy-efficient building, features a contemporary style that respects and seamlessly integrates into the surrounding landscape. The center boasts a 400-seat auditorium, a 100-seat performance space, spacious atriums, a café, and outdoor areas offering stunning views of the Cavalum River valley.
Ponto C is committed to inclusivity and sustainability. The center provides services such as audio description, Portuguese Sign Language interpretation, and babysitting to ensure accessibility for all. It also offers a variety of workshops, training sessions, and cultural events.
The city hall sought a brand identity that celebrated the legacy of the city, showcased the versatility of the arts, and embodied the core values of Ponto C: accessibility, sustainability, and community engagement.
( Idea )
The starting point for developing the proposal originated from a visit to the space and the city. We had the opportunity to explore the interior spaces, as well as the surrounding area and nature.
We contacted the studio Galeria Gabinete , responsible for the building’s architecture. The conversation with Hélder de Carvalho was very inspiring, we had the opportunity to clarify our questions and even analyze the plans and technical drawings.
The next step focused on in-depth research of the major cultural spaces in the north of Portugal, whose design and communication stand out. The collection of international examples was also essential to inspire us, as well as to avoid building a visual identity with similar graphic codes.
The following step involved redesigning the word “Ponto” (Point), constructed to allude to the building’s architecture. It results from a fusion of straight and curved lines. The letter “n” is a tribute to the rehabilitated building (later named Casa da Caturra), the starting point of this place, and a reference to the city’s rurality.
To create a stronger connection with the space’s architecture, we divided the word “Ponto” into two bodies: alluding to the building’s characteristic “zigzag” and conferring a dynamic personality to the brand. Lastly, the letter ‘C’ provides a double reading. Not only is it a letter, but it also functions as a parenthesis, inspired by its purpose of indicating stage directions in theater texts and other genres.
Regarding the graphic language that gives body to the visual identity, the misalignment of logo creates a rule of constructing an “image container” or frame, as well as a requirement for bold titles, where the misalignment of the bottom line reinforces the personality of Ponto C.
Another fundamental element in this visual identity toolbox is the typography for titles and highlights, versatile enough to contain all emotions, from sadness to joy, from strangeness to love, as well as all art forms, dance, music, painting, theater, stand-up, etc.
Given the attention to detail in Ponto C’s visual identity, it’s no surprise that parentheses were used as a visual and textual communication device.
( Tagline )
The new Culture Center of Penafiel is a public space open to the community. Whether in the Auditorium, the Casa da Caturra, the atrium, the courtyard, or the garden, ART doesn’t choose a stage. Between walls or nature, between the city and the countryside, inside and out.
“Between and outside”‘ (EN) |”Entre e fora” (PT), the tagline takes on multiple meanings, striking a chord with its unconventional reversal of ‘inside and outside’ by introducing the word ‘between.’ It’s unique in its alignment with the visual concept of inclusion, open-mindedness, and cultural diversity.
( Iconography )
The new Culture Center of Penafiel is a public space open to the community. Whether in the Auditorium, the Casa da Caturra, the atrium, the courtyard, or the garden, ART doesn’t choose a stage. Between walls or nature, between the city and the countryside, inside and out.
“Between and outside”‘ (EN) |”Entre e fora” (PT), the tagline takes on multiple meanings, striking a chord with its unconventional reversal of ‘inside and outside’ by introducing the word ‘between.’ It’s unique in its alignment with the visual concept of inclusion, open-mindedness, and cultural diversity.
( Inauguration )
Less than a month before the public opening, the inauguration was scheduled to take place with a visit from the Prime Minister. This special event, held on August 29th, was also open to the Penafiel community. To mark this momentous occasion, we prepared an inaugural plaque, a pulpit, several roll-up banners, and a backdrop for the press conference.
The ceremony, held on Thursday afternoon, featured a performance by the Entre-os-Rios Volunteer Firefighters Band, a blessing of the building, and a warm welcome for Luís Monte Negro.
( Opening Days )
On September 27th, 28th, and 29th, the communities of Penafiel and neighboring municipalities were invited to the grand opening of Ponto C, a free event. Over the course of three days, 24 proposals were presented for audiences of all ages across eight stages, bringing together nearly 200 artists for over 30 hours of performances.
To promote the opening, we developed a time-sensitive campaign including bus stop advertisements, billboards, flags, outdoor signage, and a foldable map featuring performance schedules and detailed daily programs.
In parallel, we rolled out the entire brand identity in the weeks leading up to the opening, designing the facade signage, communication materials for exterior doors and all interior wayfinding signage.
( Programming Booklet )
The 2024/2025 season program was structured into three thematic chapters, each showcasing Ponto C’s unique identity. A highlight of the program was Liliana Coutinho’s essay, presented as a personal letter to our audience.
( Social media )
At the same time, we expanded the promotion of the opening and performance schedules on social media. While the website was still under development, we offered a landing page as an alternative, providing access to online ticketing, the digital program booklet, and the opening program.
( To be continued )
One month after its opening on September 27th, Ponto C welcomed 9,176 spectators to 35 performances, 26 workshops and debates, and three exhibitions. During this period, it hosted 248 artists. Here’s to the continued success of culture in Penafiel.
Just as Ponto C transformed the cultural landscape, we can help you transform your business.
