TV 2 Cultura was the name under which the Brazilian public broadcaster TV Cultura operated in its early years under the Fundação Padre Anchieta, following the station’s 1969 relaunch as an educational network. The visual identity created for this phase, designed by the São Paulo studio Cauduro Martino, introduced the “bonequinho” symbol that remains central to TV Cultura’s branding today.
Design and History
TV Cultura was founded in 1960 by Diários Associados as a commercial station on channel 2 in São Paulo. Its first logo, created by Mário Fanucchi (also responsible for the TV Tupi “indiozinho”), featured an “indiazinha” figure and the slogan “um presente de cultura para São Paulo.” This first phase lasted until 1968.[1]
In 1969, control of the station passed to the Fundação Padre Anchieta, and the broadcaster was relaunched as an educational network.[2] The new identity was created by designers João Carlos Cauduro and Ludovico Martino of the Cauduro Martino office.[3] The symbol, nicknamed the “bonequinho” (little doll), was initially accompanied by the signature “TV-2 Cultura.”[4]
Cauduro’s authorship of the TV Cultura logo is confirmed by multiple sources, including the broadcaster’s own obituary notice and the Instituto de Arquitetos do Brasil.[5][6]
Meaning and Symbolism
The 1969 mark consisted of an anthropomorphic form, described in design literature as a “forma antropomórfica” (anthropomorphic shape).[3] The symbol later became known as the “cruz verde” (green cross), a reference to its distinctive green color and cross-like appearance.[2]
The Cauduro Martino studio was a pioneer of “design total” in Brazil, integrating architecture, graphic design and interior design into unified projects. The studio’s approach, influenced by Bauhaus and modernist principles, emphasized simplicity and clarity.[7]
Typography and Design
The original “bonequinho” symbol was designed to allow various applications, as noted in design history literature describing the mark’s flexibility.[3] The initial lockup paired the symbol with the “TV-2 Cultura” wordmark.[4]
In 2011, TV Cultura introduced a refreshed identity developed with Almap BBDO and Vector Zero, described at the time as more modern and colorful, under the slogan “Uma TV diferente.”[8] The broadcaster later returned to the 1969 “bonequinho” symbol, which remains in use.[2]
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