Over the decades, Globo has built a vigorous brand based on strongly symbolic expressions, especially after the creation of Hans Donner in the mid-1970s, a notable innovation for the time. O Globo and Globo incorporate TV which, in turn, contemplates both, this was the basis of the designer’s creation. Some updates were made seeking to express the aesthetic values of the time, different platinum tones supporting the popular name “Platinum Venus”, with the use of white, volume, brightness and mobility resources.
The visual identity consisting of a symbol and logo found another expression in the characteristic sound of the plin-plin and the echoes it assumed in programming vignettes and extraordinary occasions, such as in the journalism shift. Thus, over the verbal, the static and moving visual and the sonorous one merged sensitive layers, reinforcing the desired senses. Therefore, Globo has been a brand sense for some time.
On the night of the 1st. In December, we got to know Globo’s new visual identity, which was born overflowing for the network’s most significant publicity, the end-of-the-year movie, which is now even more significant because it’s the end of the year after months of suspension from encounters and personal contact, uncertainties, suffering of a different nature and, above all, loss of life. The message of optimism was always present in Globo’s year-end movie “today is a new day…”, but this year, the diversity and chromatic mixture in attenuated tones set the value of the reunions, highlighting the emotion of the act, building a sensitive landscape. We really need a new day. In six colors that merge and open up, Globo’s new visual identity is pure optimism due to the diversity and vibrancy they establish, it is also lightness due to the mobility that attenuates each color; thus, it follows the spirit of the times that establishes well-being and hope as the only possible path. In fashion, dopamine dressing has set the tone and the name is a reflection of the feeling of well-being caused by dopamine, a neutrotransmitter produced by our body. We know the power that colors have on the way to provide us with different sensations, in the meeting of the physiological, the cultural and the psychological.
Colors as a stimulus to change our internal condition in favor of emotional balance and, who knows, opening up to a better existence. At Globo, the overflowing chromatic movements blur the boundaries of form and invade contexts, scenes, involve people, providing an immersive sensory experience of pleasure and contentment. As all this change is reflected in the celebration of a new year, it is possible that we will have a multicolored, diverse and euphoric New Year’s Eve as an inspiration for every day of the next year.
Thus, Globo acts in the expressive management of its brand in a competent way, doubling time, past and present, blending with the future. It maintains the recognition and familiarity of its visual identity, which sets the tone for permanence, essential for a long-lived brand and the main reference in the field, while modifying, updating and transforming the fundamentals of the sign of innovation.
Clotilde Perez is a professor of advertising and semiotics at ECA-USP
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