ANTI-SMOKING LAW´S LOGOTYPE by LUA BRANCA PROPAGANDA for SECRETARIA DE COMUNICACAO DO ESTADO DE SAO PAULO

ANTI-SMOKING LAW´S LOGOTYPE

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Industry Anti-smoking
Media Design & Branding
Market Brazil
Agency LUA BRANCA PROPAGANDA
Creative Director Rodrigo Gonzalez Bunster
Copywriter Marcelo Diniz
Released August 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: SECRETARIA DE COMUNICAÇÃO DO ESTADO DE SÃO PAULO
Product/Service: ANTI-SMOKING LAW
Agency: LUA BRANCA PROPAGANDA
Date of First Appearance: Aug 7 2009 12:00AM
Entrant Company: LUA BRANCA PROPAGANDA, Sao Paulo , BRAZIL
Head of Art: Caio Grafietti (Lua Branca)
Creative Director: Rodrigo Gonzalez (Lua Branca)
Graphic Producer: Claudia Stancev (Lua Branca)
Graphic Producer: Jacqueline Andrade (Lua Branca)
Copywriter: Marcelo Diniz (Lua Branca)
Account Director: Luiz Eduardo Soutello (Lua Branca)
Account Executive: Melissa Daniel (Lua Branca)
Media Director: Caetano Garcia (Lua Branca)
Media placement: Advice Board - Public Stablishment - 07 AUG 2009
Media placement: Postal Cards - Restaurants And Bars - 15 AUG 2009
Media placement: Ad - Magazines - 5 Jul 2009
Media placement: T-Shirt - Distributed To Small Mailing - 05 Sep 2009

Describe the challenges and key objectives

The main challenge was to conceive a logo that was strong enough to stand out for its meaning - a new and controversial state law - and was at the same time familiar to all people as a symbol. The key objective was to create a brand to support all communication, to give a meaning to the law and at the same time be a clear and functional public advice. A challenge inside another a bigger one, since we are talking about a work made for a governmental client.

Describe the brief from the client
The brief that the client gave to our staff was very focused and quite simple: To conceive a brand capable of spreading the message - in that specific case a state law - to all people of Sao Paulo State, no matter of which age, social status or any other demographic condition that usually applies. The message that had to be spreaded was very simple as well: From August 7th on it was strickly forbidden to smoke in any closed premisses in all state areas. The brand was required to be the core for all others communication initiatives as well as to be easily recognisable.

Describe how you arrived at the final design
Our start point was the world well known no-smoking sign. From this base we started to think about how to add some Sao Paulo to the symbol as a way to give the symbol the desired uniqueness. The answer was very simple: to transform the well known round no-smoking symbol into the shape of our state on a map. A well known "brand" for all people can be seen all over the state from sidewalks to T-shirts. Simple but meaningful to all people from Sao Paulo.

Give some indication of how successful the outcome was in the market
The brand was immediately accepted by restaurants, pubs, buildings and so on, that decided to replace the old sign with our new sign, even tough there was no obligation to do so or what so ever. The brand also got printed on T-shirts and stickers. It was downloaded from the internet and became part of the popular culture, supported by both famous people in mass media as well as common ones in a work environment. A true symbol of the law and of the acceptation of it by Sao Paulo´s people.