Continuing to have a recognizable impact on a broad range of viewers, public television stations across the US will gain a new brand of programming in the fall of 2006. VOCES, created by Latino Public Broadcasting (LPB,) will bring relevant and insightful stories to light for the ever-growing Latino and Latino-American population. LPB enlisted the branding experts at New York CA Square to develop a comprehensive package that included development of the VOCES logo, branding system and show packaging as well as a marketing video to introduce VOCES to PBS affiliate stations and Corporate Donors.
The CA Square team, lead by creative director Carlos Ferreyros, took a modern and bold approach to the brand development for VOCES. ‘Beginning with the VOCES logo we decided to take a strong, typographic approach that would remain timeless,’ explains Ferreyros. ‘At the same time we chose to use the ?‚àö√ë‚àö‚â§i’s as a wink in the logo, allowing it to read in both English as well as Spanish. It all part of the overall brand personality we developed. It at once relevant and authentic while still containing a measure of humanity.’
While the primary audience for VOCES might be Latino and Latino-American viewers, the programming will be highly appealing to the greater public television audience. ‘The programs are going to cross boundaries and explode stereotypes and we felt that the branding for VOCES should live up to that as well,’ notes Executive Director, LPB, Luca Bentvoglio.
The symphonic broadcast packaging features a series of five distinct expressions that highlight the cultural range and diversity of the programming. Using a singular bold color at any given time, expressions are exhibited in a suggestive manner while depicting the Latin culture through color, motion and shape. The purely graphic solution has a dynamic yet timeless sensibility that is sure to stand the test of time.
To accompany the on-screen imagery, CA Square enlisted the musical talents of famed composer Peter Golub. Golub created a modern sound track seemingly remixed with a Latin flair. The composition takes viewers on an auditory journey through a range of emotions and concludes with a mnemonic that underscores the logo resolve. Golub has composed numerous works for feature films, theater, ballet and concerts alike and is well known as the composer for The Idiots Karamamzov and the award winning HBO movie ‘The Laramie Project’.
About CA Square:
Located in New York City SoHo neighborhood, CA Square is a design and animation company that focuses on creating compelling and entertaining media experiences. CA Square provides strategic, creative and design solutions to some of the world’s most successful media and entertainment companies including Disney, Fox, VH1, IFC, Canadian Broadcasting Corporation, TV Catalunya and Telemundo. Commercial clients that have tapped the studio include: AMG Mercedes Benz, Garnier Fructis, Hotels.com, AT&T and Lego. The Company professional background is a synthesis of broadcast, print and interactive design.
CA Square is the recipient of numerous industry awards, including Emmys, Promax/BDA, Gabriel, Monitor, ACCA and New York Festivals. For more information visit www.ca-square.com or contact Astra P.S. Dorf via email at [email protected] or phone at 212-243-3763.
Latino Public Broadcasting supports the development, production, acquisition and distribution of non-commercial educational and cultural television that is representative of Latino people, or addresses issues of particular interest to Latino Americans. These programs are produced for dissemination to the public broadcasting stations and other public telecommunication entities. By acting as minority consortium, LPB provides a voice to the diverse Latino community throughout the United States