The core of Cinemateca Portuguesa’s new visual identity revolves around the belief that a classic institution and modernity can coexist and embrace each other. My approach to the rebranding of this iconic cultural institution was to find a balance between the rich history of Cinemateca Portuguesa’s mission to preserve and celebrate the past, while embracing a contemporary vision of the future of audiovisual culture. This dialogue between classic and modern was a key element of developing this new visual language.