A vibrant and eclectic on-air identity for Chile's leading cultural network, celebrating contemporary life through a mosaic of shapes, colors, and textures.
(CLIENT)
13C
(SERVICES)
Branding
Strategy
Design
Motion Design
We were invited for the second time to reimagine the identity of 13C, the cultural network of Canal 13. The challenge was to capture the essence of contemporary culture—which is intrinsically diverse and fragmented—and give it a sense of unity. We had to represent themes as varied as sustainability, gastronomy, and art under a single visual language that didn't feel monotonous, but rather like a collective construction in constant motion.
We proposed an eclectic language based on the idea that culture surrounds us all. We designed a graphic package where the 13C logo acts as a container for multiple expressions: colors, shapes, and textures that meet and integrate. We developed a series of specific IDs for Sustainability, Healthy Living, Food, Travel, Art, and News, using a plastic composition where individual parts form a whole full of beauty and purpose.
The new 13C image successfully injected a fresh and modern energy into the signal, positioning it as a vibrant reflection of today's society. By fragmenting and reconstructing the logo through different elements, we allowed the audience to perceive culture as something close and participatory. The visual system has enabled seamless navigation between its diverse thematic areas, consolidating 13C as a benchmark for aesthetics and vanguard in cultural television.
