From three strong ideas – a) cinema is a great tool for social transformation; b) transformation is based on an active, committed attitude & c) problems, goals and solutions are global and interconnected – we built the project’s name and logotype with three linguistic elements:
1. “Acció” (Action) emphasizes an active, transformative organization that acts in the first person. It also recounts the idea of empowerment, capacity, and critical and active thinking. Beside this, it links to various themes, objectives and attitudes in the world of cooperation: rights, feminism, integration, solidarity, migration, ecology and social justice, amongst others.
2. “>” It is a symbol of movement, of advancing, of connecting concepts, of looking for linked solutions.
3. “Cinema” focuses on the context as well as the initiative’s medium. In addition, it creates a sentence where the actions result in cinema, so that it becomes the main tool of intervention.
From the point of view of a diverse and interconnected world, and based on the idea of an active attitude, Familia develops a graphic language for Acció>Cinema which allows for further graphic elements.
Communication & graphic applications
Using mostly typography and color, several graphic pieces have been created in order to have a simple to use but powerful and flexible communication tool.
Familia also took charge of the brand new Acció>Cinema website –> www.acciocinema.cat
A public manifesto was chosen as the main communication element in order to summarize all the concepts that aim to be achieved through this initiative.
Acció>Cinema believes in a transformative cinema, committed and with values. A critical, active and reactive cinema that connects realities, and where the public is the protagonist. A cinema with a local and global point of view, where solutions are talked about. A cinema that makes you think, that fights, that changes the world.