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Getting to know the new IADC visual identity

Identidade Visual

The elaboration of a Visual Identity is not just about distinguishing services and products. It plays an important role in decoding the Institution's philosophy, announcing its objective of providing a particular series of features, benefits and services.

Instituto de Artes Darci Campioti has been perfecting its teaching methodology, which every year is based on critical and creative thinking. Developing a practical/theoretical teaching, where the concepts of contextualization, interdisciplinarity, interactivity, transversality, are used in the learning procedure.

To demonstrate our growth and the transformations necessary to achieve excellence, we decided to innovate our visual identity, we brought new elements.

The new elements are:

fundo nuvem - explicação do novo visual do site


The sky symbolizes transcendence, sacredness, perenniality, power. Heaven is high, it is above all things on earth, it is powerful, it is infinite, it is eternal, and it has a creative force.

Nuvem - exemplo

A cloud

Division between earth and sky, between the divine and the human, in Greek and Roman mythology the clouds  appear clinging to Mount Olympus, and represent the  abode of the gods. The cloud can have the characteristic of transforming from one state to another. Transforming and improving our skills is part of the IADC education system.

Hot air balloon

The hot air balloon travels through the air and symbolizes ascent. In line with the function of the balloon, which is to rise high, they indicate dreamers who want to rise in life. At Instituto de Artes Darci Campioti your dreams can be achieved.

balão de ar quente

Lorenzo - IADC mascot (creation and presentation process)


Drawing is the oldest form of communication, we learn to draw even before learning to write, being an important tool for expressing feelings, opinions, desires and much more, as César (2001, p. 219), comments:

“Drawing has always been a powerful form of communication. Before photography, reality was portrayed with color pigments and pencil strokes. And even with photography, illustration has not lost its place. It has weakened a lot, it is true, from the 90's onwards. But in the 60's, 70's and 80's, as well as photography, illustrations were very much in demand to complete a text”.

I firmly believe that this reality has changed. Today the use of illustration is much greater, we live in a totally imagistic society, just notice the amount of magazines based on infographics. Well, still in the field of observation, something caught my attention – the title of an article from magazine [1]: “Mascots return to the spotlight in brand strategies”. As explained by the writer Clotilde Perez, author of the book “Mascots, semiotics of imaginary life”, by Cengage Learning.

“The main advantage of the mascot is to adopt flexible forms, any object or animal can undergo a process of humanization. They become familiar in people's lives, thus building a relationship that goes beyond posters, brands, products, to be part of everyday culture” (PEREZ, 2010).

Having done this little introduction about the pets, let's share the creative process of developing our mascot from the concepts to the "final".

Remembering that the main objective of the mascots is to somehow personify the brand, bring subjective elements such as; quality, competence, value, reliability among many. Literally provide a “face” an image that identifies the company. An association of the mascot and the brand it represents. The mascot must contain an “appeal” and an accentuated pregnancy and carry the value/mission of the company.

First things to consider when crafting a pet:

1st - Style;

2nd - Type of Character;

3rd - Because of the character;

4th - Color of the character;

5th - Character name;

6 - Logo of the character's name;

7th - Color of the “logo” character.

Sometimes we find ourselves worrying only about the aesthetic part of the character, its look, but a personality and psychological structure is necessary for the creation of the mascot. As Bugay (2004) comments:

“Just like choosing actors for a film, developing a character involves knowing your personality and physical proportions, which are factors that affect your appearance and the way you will move. It is necessary to analyze your movements, actions and emotions. In a live action movie, with real actors, character building is a process that involves the writer, director and the actor himself. In an animation, where the characters are all created virtually, good definition and character building in advance is critical [sic]”.

Even if it is not identified a priori by customers, this helps when creating usage situations and maintaining coherence in the general context.

1st - Style

Among the styles we classify the three most influential; the idea is to have a visualization of the mascot's aesthetic mode;

  • Realist;

  • Mango;

  • cartoonish.

So we analyze:

   • Realist

Bringing up a mascot that maintains real characteristics could imply the lack of “appeal” or a more limited and restricted use. Mainly in the use of animal characters that could lose their pregnancy, not having a friendly interaction between company/client.

   • Mango

The character created in this style has a good acceptance, although the biggest audience is female between 10 and 20 years old. It's still not a fully acceptable style for commercial use. So we discarded that style.

   • Caricature

Our option is based on the use of this style. Due to the possibility of stylizing the shapes, we could have a huge range of strokes. The serious doubt in which category would support the creation of the mascot, since the cartoon style has a huge variation, such as: Franco-Belgian trait, stylized realistic, retro, Disney trait, new retro, children's etc. and within these variations there are still subdivisions.

We evaluated that the children's line would be the most appropriate, considering the use of curved lines, which produce a pleasant, dynamic and easy to understand reading. Increasing identification with the public due to “appeal” and pregnancy, thus reaching parents, adolescents and children.

2nd - Character

Having defined the drawing style, we would now have to identify the appropriate character for the Institute.

We would have the option:

Animal, mineral, vegetable, human, fantastic and abstract.

We immediately discarded the mineral due to the difficulty of an “appeal” and of pregnancy, as other information could suggest, then it was the vegetable, as it could easily be referred to another segment.

The abstract would not have an immediate understanding and even in creation and its facets it would be difficult to control.

The “fantastic” would probably not have the necessary information for a quick reading and could demonstrate that the Institute would only have one line of work, thus affecting the mascot effect.

We are left with two categories animal and human.

For the latter we decided that they would be children or teenagers, but they are generally used for other segments.

We then opted for the animal. Now we should identify which animal.

We would like an animal that is not used a lot, after some research, we came to the conclusion that we would use the Chameleon.

3rd - Because of the Character

The chameleon has a lot to do with the Institute's methodological vision. One of these features is:

• your ability to adapt;

The Institute also has this characteristic since its professors, who are active in the artistic field, always observe and “adapt” to new styles and concepts, market trends, new materials, etc. so that students always have up-to-date courses. Adapt to the needs of students so they can absorb the most in the classroom.

Another characteristic of this animal is its eye capacity, which rotates on its axis 360º.

This coincides with the Institute's vision, as it is always present and has an “eye” on the market and, at times, indicates great opportunities for students. Or what happens in the world within the area of arts and especially comics.

Within the field of view:

The chameleon when it goes to hunt its prey, fixes one eye on it and the other turns in different directions to see if it is not at risk. Comparatively, the student is the main focus, their learning is our goal and objective, so one eye is always focused on the student and the other watching, tirelessly in search of new resources and opportunities.

We also have the folkloric side:

In the symbology of some African tribes, the chameleon is a sacred animal, it is seen as the creator of the first men. It is never killed, and when it is found on the way, it is taken with care, for fear of curses.

In the Amazon, meeting a chameleon indicates good fluids: these animals indicate good luck, and killing them brings bad omen.

Recently surveys speak even more about our mascot:

Chameleons have evolved the ability to change color to make themselves more visible, not, as is popularly believed, to hide by mimicking the surrounding landscape, suggests a study by Australian and South African scientists.

The reptile changes color for a variety of purposes:

• Communication;

• camouflage and

• temperature control.

However, the primary reason why they developed this ability remained unknown.

Writing in the scientific journal PLoS Biology [2], scientists say the motive was to transmit messages to other chameleons.

"(Our research) suggests that chameleons evolved this color shift to convey messages, repel rivals or attract mates, rather than to mimic a greater variety of environments," said study co-author Devi Stuart-Fox of Melbourne University.

The ability to change colors dramatically evolved as a strategy to facilitate communication and socialization, not camouflage. Within these contexts, we believe that the chameleon is the most representative and significant character to conceive the values and vision of the institute.

Now we would need to identify which species of chameleon would be used as the basis for creating the pet. After much research and hours of reflection we came to the conclusion that the Chamaeleo Jacksonii , popularly Jackson's chameleon, a class of chameleon native to the forests of East Africa, which in some countries are used as a mascot, would be the basis for the development of the mascot.

Figure 1 - Chamaeleo Jacksonii

Jackson's_Chameleon_ espécie de camaleão

                                 Source: wikiwand [3]

4th- Character color

The colors used in the character are based on studies by author Udo Becker in his book Dictionary of Symbols; The colors chosen were:

Red, blue, white and green.

For the less intense areas of brightness, we overlay the orange.

So we produce a set of colors that trigger positive emulations that are pleasant and stimulating.

The colors were used as follows:

In the torso and frontal part and in the arms and hands of the character were used the colors red and orange (glossy area).


It suggests motivation, activity and will. It attracts new life and new starting points.

Red is associated with heat and excitement, with initiative and willingness to act, with the pioneering spirit that lifts us up.

Persistence, physical strength, stimulation and power are his typical traits.

Affection and forgiveness are two beautiful qualities of this color, as are prosperity and gratitude. And the passion that motivates us. Warm color, with an outgoing nature.

This color stimulates vitality and energy in the whole living organism and, when there is indolence, stimulates activity.

Red brings vigor to physical functions and alleviates inertia, melancholy, sadness, depression and lethargy.

This color transfers the energy necessary for the reconstruction and fortification of the body.


Like red, orange is expansive and affirmative; however it is more constructive. Orange reflects enthusiasm with impulsive and natural vivacity.

This color brings good health, vitality, creativity and joy, as well as confidence, courage, animation, spontaneity and a positive attitude towards life.

Communication, movement and initiative are usually elements of this color.

On the back of the head and feet Blue:

Therapeutic color, which relaxes, soothes and cools. It can be associated with loyalty, integrity, respect, responsibility and authority.

The dark and deep blue is a color that refers to integrity and honesty.

In the eyes, Green:

It reflects participation, adaptability, generosity and cooperation.

This color attenuates emotions, facilitates correct reasoning and increases awareness and understanding. She is the image of security and protection.

And it symbolizes hope, perseverance, calm, vigor and youth.


It refers to peace, sincerity, purity, truth, innocence, calm. Contains all colors, is purifying and transforming.

It represents divine love, stimulates humility and creative imagination, a feeling of cleanliness and clarity.

Figure 2 - Mascot of the Darci Campioti Arts Institute

Lorenzo mascote do instituto

Source: Prepared by the author.

Despite all the study about style, character and color, the most important thing is that the mascot will have a personality, with all the problems, joys and sorrows. The psychological part is just as or more important than the look.

We instituted a visual impact on the character's torso, where the human eye is held back for a few seconds, as it creates visual confusion. Which is caused by the design of the mascot's torso, which appears to be an outfit, however it is painted with the skin tone (red), so the person reinvestigates the entire drawing making the reading be repeated, forcing a memorization. As well as provoking discussions on this subject.

5th - Character name

The choice of name would have to reflect the image of the mascot, its personality and at the same time be easy to understand.

We chose the name LORENZO, normally the name is written Lourenço, but when pronouncing there is a decline in the last syllable, we change it to “zo”, to maintain the same phonetic rhythm.


Spanish form of Laurentius. (Latin) The laurel wreath.

Verbet: laurels

  1. m. pl. Fig.

  2. Glories, triumphs, laurels: the laurels of victory. [Var.: blond.]

6th - Logo name character

As it is a creation of a mascot with a single purpose that would be the graphic representation of the Institute and because it has different and unique methods, we chose to develop the font itself to be used.

The logo will refer to the molds of the golden age of comics (from the 60s to the 70s), for an assimilation with parents, and a simple and elegant, direct and objective reading.

7th - Color logo character

The colors on the color wheel were similar to those between yellow-green and red, creating a polychromy, deliberately juxtaposed so that its individual elements, when viewed as a whole, give the sensation of a gradient.

Of the colors:

Green - nature, spring, fertility, youth, development, good luck, hope.

Yellow - speed, concentration, optimism, joy, happiness, idealism.

Orange - energy, creativity, balance, enthusiasm, playfulness.

Red - passion, strength, energy, love, leadership, joy.

Figure 3:  Graphic form of the name of the Instituto de Artes Darci Campioti mascot

lorenzo logo

Source: Prepared by the author



[2] Revista Plos Biology Dr. Stuart-Fox - University of Melbourne - BBC Brazil:


ARNHEIM, Rudolf. Art and Visual Perception – A Psychology of Creative Vision. São Paulo: Ed. Livraria Pioneira, 6th edition, 1991.

BECKER, Udo. Dictionary of Symbols. Edwino Royer translation. São Paulo. Ed. Paulus, 1999.

BUGAY, Nataska. The Thieves. 2004. 85f. Monograph (Graduate in Communication and Visual Expression) - Department of Graphic Expression, Federal University of Santa Catarina, 2004.

CESAR Newton. Art Direction in Advertising. 256f. National Senac, 2001.

FARINA, Modesto. Psychodynamics of color in communication. São Paulo. Ed. Edgard Blucher Ltd, 2006.

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