C&G Partners’ Steff Geissbuhler has created a logo for Argentinian broadcaster Artear not once, but twice. Like the flag of Argentina, the original logo was inspired by the Argentinian sun, and made of interlocking elements around an open center.
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C&G Partners’ Steff Geissbuhler has created a logo for Argentinian broadcaster Artear not once, but twice. Like the flag of Argentina, the original logo was inspired by the Argentinian sun, and made of interlocking elements around an open center.
Artear grew in the ensuing years, and needed a new brand architecture for all their properties. The time had also come to change the official name of the flagship, Canal 13 (Channel 13), to its nickname, El Trece (The Thirteen). Artear returned to Steff in 2008 for some new thinking, a refresh of the brand identity and a new brand architecture for their many subsidiaries.
Because most people experience the identity during a broadcast, the reinvented mark is built to be in continuous, elegant motion. For static applications, the symbol is shown frozen in mid-turn, balanced delicately atop the “t” in “trece.”
