Established in 2003, CPFL Cultura is a wide cultural program of CPFL Energy company that promotes reflections about the challenges and opportunities of contemporary society. Until 2vrformance was regional and covered only one of the biggest cities of São Paulo state. With the company repositioning and a national performance project, it was necessary to create a new brand, that translates the new positioning and bring all contemporary aspects.

Considering that the sponsor company, CPFL Energy, is an electric power company, light was the concept. Light as energy in movement, that changes all the time. A brand that reflects the institution values and positioning.

The immersion on the universe of contemporary cultural institutions, inside and outside Brazil, guided the job to a logotype in constant movement. It reflects the CPFL Energia principles, and also represents, in a strong and original way, the organization passage to a national universe. CPFL Cultura identity is recognized as one of the most innovative works in branding developed in Brazil, and was selected to the IX Brazilian Biennial of Design and to the exhbition - Design Brasileiro – Fronteiras - to be held on MAM – Museu de Arte Moderna of São Paulo.