THE BODY, MOVEMENT AND ENERGY TRANSLATED INTO A VISUAL CONCEPT
Founded in 1985, Lume Teatro has become a world reference in the research of the art of the actor. The Brazilian company has performed in over 28 countries, spanning four continents. Lume currently maintains in its repertoire 14 shows in a variety of performative languages including physical theatre, clowning, street theatre and large outdoor interventions.
The biggest challenge when we designed this brand was defining what visual language could represent a company with so many voices. We decided to use the handwriting of its deceased founder and master – Luís Otávio Burnier – as a basis to draw this logo. Beyond the explicit tribute, the “handwritten” logo became an expression of the body; it has movement, rhythm and, at the same time, is neutral and straightforward.
THE CODED IDENTITY
For the brand identity, we wanted to translate the movement and energy of the body visually. Lume has a vast archive of photos from physical training. Those images became the input for a custom program developed with DrawBot that creates these moving illustrations.
Following the same intention as the images, the text also expresses the movement and unrest of the actor’s body. To accomplish this, we decided to use the Strokeweigth variable font, exploring the variable angles that this font offers. The same custom program that generates the images, also designs custom text boxes, with each character with a different angle. This variation of angles makes text “dance” even on a static image.
