TV Cultura

From the Audiovisual Identity Database, the motion graphics museum


TV Cultura began as an educational and cultural channel owned and founded by Rede Tupi's Diários Associados in 1960. In 1969, the channel was handed over to government of São Paulo, who then created Fundação Padre Anchieta (tr. The Father Anchieta Foundation) to administrate the network. To this day, the channel is funded by private organizations through advertising.

C2 Cultura/TV2 Cultura

1st Logo (1962-1969)

Visuals: A large "C" and a large "2" compose the logo on a black background, with a indigenous girl inside the letter C.

Technique: Cel animation.

Audio: Likely none.

2nd Logo (1969-1979)

Visuals: The video contains a series of idents with no specific year, but credited to the decade of the 1970s.

  • Logo 1 (0:00 - 0:17): Two sets of hexagons, one of them spinning, zoom in and multiply, until it becomes a flower-like pattern, also rotating. The 'edgy' flower pattern starts getting rounded, eventually fading to a sphere that forms itself clockwise. The circle then starts splitting itself onto various horizontal lines, each with different height sizes, before fading again onto an abstract figure of a hourglass. Two triangle-like shapes move from left and right, covering the hourglass, while other two similar shapes move in opposite directions, forming a diamond shape, which then splits itself onto the logo, where the 'arms' of the logo rotate before putting themselves onto the correct position. The text TV CULTURA fade in after the logo is formed.
  • Logo 2 (0:17 - 0:36): The word CULTURA in a stylized font zoom out onto the screen, behind a background composed of intersecting lines. The text stays there for a few seconds, before being cut by the number 2 (number of the channel in São Paulo), with various colorful duplicates moving onto the main number, in white. The 2 duplicates eventually stop showing up, giving space for another moving background. The number 2 stays on screen for a second before fading out, its space being taken over by lines coming left, right and bottom of the screen, which end up forming the TV Cultura logo. Various blue and beige-colored lines come from behind the logo after it finishes forming, covering the background.
  • Logo 3 (0:36 - 0:48): Two trails move onto the front of the screen, one being the TV Cultura logo (in blue) and the other the RTC text (in green). When the trails finish forming, a text line moves from right to left, with the two frequences where TV Cultura transmits its programming (São Paulo - canal 2, Barretos - canal 12), after the line finishes, the trails form again but in the opposite movement from the beginning.
  • Logo 4 (0:48 - 1:14): On a mountainous background, other rock-like silhouettes start fading in, eventually giving the ground a lighter color, as if it were a sunset. After all the elements fade in, two tri-dimensional block-like objects emerge from the ground, each from opposite sides of each other. During the movement of the blocks, who then start separating onto two blocks on each set, the 'sun' moves in from behind the mountains, going upwards. After the sun goes up, the background moves down to give the appearance that the two blocks have been lifted up. The two set eventually move onto each other, forming a single set of two rectangles. The rectangles then rotate tri-dimensionally onto the front of the camera, and the sky background disappears. The rectangular part of the set extends itself horizontally, and splits itself onto two different rectangles, who then rotate again and reveal the 'arms' of the TV Cultura logo. After the logo forms, it slightly zooms out in various fade-through frames. The logo slightly moves up, to give space for the TV2 CULTURA text.
  • Logo 5 (1:14 - 1:24): This logo is a 10th anniversary version, from the year of 1979 (TV Cultura dates its birthdays from the date it became part of Fundação Padre Anchieta; ex: 2019 was its 50th anniversary). The logo is composed of the word ANO on the left side of the screen, accompanied by a stylized TV Cultura logo, whos right 'arm' has been modified to make the number 0, with the left 'arm' representing the number 1 (therefore, forming 10). The logo is in a 3D perspective, with various duplicates behind the original logo. The duplicates then start quickly disappearing one by one, eventually ending solely with the original logo. The logo then rotates and turns into 2D, with the right 'arm' retaining its original form. The logo zooms in through various outlined duplicates that disappear when they reach the position.
  • Logo 6 (1:24 - 1:33): This logo is similar to Logo 1 but only starting from the point where the triangular shapes show up. The triangular shapes are split onto various green lines, eventually leading to the diamond shape, which is also split. The diamond shape zooms out infinitely, giving space to the outlines of the TV Cultura logo, which are also green. The outlines rotate until taking shape of the logo. There is no bottom text in this variant.

Technique: 2D cel animation.

Audio: None. The possibility of the original audio of these idents being discovered is a mystery.

RTC (Rádio e Televisão Cultura)

1st Logo (1979-1980)

Visuals: It's the same as the 1st logo from the 2nd logo but it features the new branding.

Technique: CEL Animation.

Audio: Egocentric Molecules then Unknown.

2nd Logo (1980-1982)

Visuals: On a red trail with the form of the letters "RTC" that faces the screen is inside a green trail that goes down to a black background, it stops and shines to form the white/green letters "RTC". Then, the trail turns blue and a red trail goes down to the background, turning the "RTC" in red, finally the blue trail goes down and turns the "RTC" in blue, the letters become italic (RTC) and shines.

Technique: Oxberry Effects.

Audio: A majestic synth theme.

3rd Logo (1982-1984)

Visuals: On a green grid-like surface we see above several copies of the channel logo forming while moving toward the screen. After a few seconds, a shine appear on the grid and zooms out, while the words 'RTC' and RÁDIO E TELEVISÃO CULTURA moves to the screen via trail.

Variant: There's an extended version of the logo, where, at the start is several lines crossing (forming star-like objects) until it forms a line (which shines), and it forms the grid-like surface. The part where we see the several copies of the logo is also longer.

Technique: 2D computer animation.

Audio: A bouncy synth theme.

4th ID (1984-1986)

Visuals: There are several 3D lines falling and forming the "RTC" letters on the black background. After the logo forms, "EMISSORAS EDUCATIVAS" appear under the letters, and then the words "DA FUNDACAO PADRE ANCHIETA" appear one by one.

Variant: In some cases, the logo plays "backwards".

Technique: Early 2D computer animation.

Audio: An crescending/ascending synth fanfare.

TV Cultura

1st Logo (1987-1992)

Visuals: Against a green background, the word "CULTURA" in big white Helvetica letters scrolls across the screen. After it passes, the logo (a block on top of two elbow shaped lines facing opposite directions) in white flips in, along with the word "CULTURA" underneath.


  • Commercial breaks were book-ended by only the first part of the logo.
  • Later is the word "CULTURA" and the channel logo moving, one up and other down, until placing to the background. The anniversary variant has the same concept, but we also see the words "20 ANOS"
  • In more later versions, the logo suffered drastical changes: Now there's a green metallic grid-like background, with the logo (that now as a more computarised looking) rotating and falling in it.

Technique: Model work.

Audio: A soft five-note synth tune based on the theme for the film Ladyhawke. In the later version there is a guitar-like theme.

2nd Logo (1992-1997)

Visuals: On a blue/black gradient background is several metallic cubes rotating and jointing, forming larger cubes. After that, the camera progressively zooms to reveal the cubes in order to form the channel logo (which consisted of the same abstract figure from before, but with the word "Cultura" in a different font). It stays on screen for a few seconds.

Technique: CGI.

Audio: A dramatic synth theme with a ambient ending, composed by Hélio Ziskind. The jingle made for this logo would stay for many years.

3rd Logo (1997-2001)

Visuals: Unknown

Technique: CGI.

Audio: A calm theme.

4th ID (2003-2005)

Visuals: Unknown

Variant: Unknown

Audio: Unknown

5th ID (2005-2006)

Visuals: On a green foggy background is the channel logo with a newer look (more glassy, rounded and transparent) spining, while the letters "CULTURA" appear moving from the left. Then the figure stops in a inclined angled, and the word placing in it.

Technique: CGI.

Audio: Unknown

6th ID (2007-2008)

Visuals: The sequence starts zooming out from a upper perspective of a house. The walls turns green revealing the channel logo, and once it is completely visible, scribbles appear forming another 2D copy of the logo.

Variant: Another consist in two transparent copies of the channel logo being painted in green, as the screen moves to the left and focusing in one of these.

Technique: CGI, sometimes 2D.

Audio: Unknown

7th ID (2010-2011)

Visuals: Unknown.

Variant: Unknown

Technique: CGI and live-action.

Audio: Unknown

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