Cine Joia 2026

Evolution of the visual identity for Cine Joia, an iconic concert hall in Liberdade, São Paulo.

Originally created by RegularSwitch in 2021, the branding was revisited in 2025 to celebrate the venue’s 15th anniversary, through a subtle refresh of its visual language, typography and color palette — updating the system without altering its essence.

The original identity was inspired by the building’s unique diamond-shaped architecture, which became the foundation of a visual concept built around the idea of “inside the jewel”.

First opened in 1952 as a Japanese cinema, Cine Joia is today one of São Paulo’s most emblematic concert halls, known for its carefully curated national and international line-ups.