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COAC organizes a 6-month discussion process to analyze the context; identify challenges and propose professional tools to address them. Despite the crisis, they wanted an optimistic brand, non-architectural, and able to renew the image of the institution. The brand represent multiple visions, looks and opinions about architecture, through an icon in the form of eye/mouth and the use of bright colors. It allows you to compose shapes and patterns to build a dynamic graphic image, adaptable to diverse needs, formats and environments.