Design that does not need a rewrite.

You recognise a good design by how it stands the test of time. In branding, where trends can fade in a few seasons, creating a visual identity that looks as fresh and relevant years later as it did on launch day is the best proof that the strategy was right.

At the latest New Horizons festival, every screening opened with a spot for the Lower Silesian Film Centre (DCF), showing the landscapes of Lower Silesia. It brought back one of the most important — and most satisfying — projects in our portfolio: the visual identity for Wrocław’s oldest and most iconic arthouse cinema.

The project was delivered eight years ago. Today it looks just as strong as it did on the day we handed it over.

Timelessness in practice

At Point&Co. we design so that trends can pass and the work does not lose value. For DCF we wanted to leave short-lived fashion behind and start from a deep insight rooted in the identity of the place.

DCF occupies a particular place on the cultural map of Wrocław and the region. Combining a long history with a contemporary film programme required a visual language that would keep the elegance of an arthouse cinema while building a distinctive, modern brand.

A beam of light as the leading motif

The key to a lasting mark was simplicity and a direct reference to the architecture of the screening room.

Into the DCF symbol we built an element of clean, simple lines — a direct rendering of the projector beam visible when a film is shown in a darkened cinema.

Thanks to a concise form and carefully set typography, the whole identity adapts easily to the demands of contemporary design: from print and physical space to digital video and social media.

WATCH THE LOWER SILESIAN FILM CENTRE SPOT

Designing for real value

Projects such as the Lower Silesian Film Centre confirm our rule: a visual identity is not surface decoration. It is a strategic tool for building brand identity — one that should last for decades, establish an organisation’s authority and deliver real business value.

Good things simply do not age.