Genérico do Jornal da Noite

© Bloom Graphics

“Notícias; comentários; um genérico com coisas a andar à roda” anunciava em Setembro de 2009, enquanto aros brilhantes e coloridos giravam à volta de uma esfera azul, a voz-off do programa de televisão Gato Fedorento Esmiúça os Sufrágios. Esta voz descrevia, com o entusiasmo e autoridade das vozes off “das notícias”, aquilo que torna um programa de televisão num programa de informação. Ao fazê-lo, criava mais um gag com que os Gato Fedorento vêm expondo, inesperadamente, o esperado da nossa sociedade. O seu programa mais recente para a SIC parodiava as eleições, a política, o jornalismo e a informação televisiva – e começava logo pelo genérico.

“Eles gozam com a coisa, mas não há muito mais história para contar”, diz Alexandre Ferrada, designer sénior da Bloom Graphics (empresa de design e motion graphics do grupo SIC) e coordenador de grafismo de autopromoção dos canais da SIC. Tendo estado à frente do redesenho da identidade visual da SIC Notícias e dos programas de informação da SIC em 2009, Ferrada foi responsável pela direcção criativa de vários genéricos da estação – incluindo o do magazine dos Gato Fedorento. Também escreveu, e defendeu, uma tese de mestrado em design sobre o assunto, que o levou a reflectir sobre o estado da arte do design da informação televisiva.

© Bloom Graphics

É então com propriedade, mas também com despreocupação e humor, que conta a “história” do genérico do Jornal da Noite, pouco diferente de tantas outras, como “três linhas que andam à volta do globo a receber informação para depois entrar numa caixa, que é a televisão”. Tudo isto acontece em menos de cinco segundos, ou o tempo que demora entre as 20h em ponto, quando aparece no ecrã o primeiro frame do genérico, e o momento em que formas, letras e cores de dissolvem e mostram o pivot no estúdio prestes a entrar no ar.

© Bloom Graphics

Na verdade, não é tanto para contar histórias que serve este muito curto exemplo de design gráfico em movimento. Ele é antes de mais uma síntese da imagem da informação na SIC desde que as redacções dos canais principal e de notícias se fundiram, imagem essa feita de elementos construídos no espaço e no tempo como os cenários e videowalls, os oráculos (elementos gráficos que suportam texto ou imagens e que passam em rodapé no ecrã), os sites ou as aplicações para dispositivos móveis.

© Bloom Graphics

E também representa o que a SIC quer comunicar com a sua informação, tanto em sinal aberto como no cabo: um consistente e sofisticado rigor. Este genérico mostra-o tanto nas cores (vermelho, azul e branco-pérola) como na tipografia (Gotham, o tipo de letra seguro e sereno tornado famoso pela campanha eleitoral de Obama), mas sobretudo no quadrado com cantos redondos, a “caixa-televisão” que contém um mundo a girar e que está presente em todos os segmentos.

© Bloom Graphics

Porém, muitos dos portugueses que às 20h têm a televisão ligada na SIC não dão por nada disto: quantas vezes sabemos – na sala, na cozinha, ou na rua, ao passar por uma janela aberta – que o Jornal da Noite começou pela música? O som deste genérico, também ele projectado, revela as suas várias dimensões, bem como as especialidades de quem nele trabalhou: desde a música (Pedro Miguel com Nuno Oliveira no áudio) à animação 3D (Rolando Arrifana), passando pela infografia e oráculos (Rui Pinto).

E o design contribui para o sucesso da informação da SIC? Depende, diz Alexandre Ferrada, acrescentando que “os grafismos não dão audiências”: o trabalho da equipa com quem trabalha serve antes para “definir públicos-alvo”, para criar os argumentos – mais ou menos perceptíveis – que nos fazem escolher os canais onde queremos ver e ouvir as notícias. Pode parecer que não, mas cinco segundos de “coisas a andar à roda” e uma música que fica no ouvido ajudam muito a fazer, repetidamente, essa escolha.

BI
Genérico Jornal da Noite

Design
Bloom Graphics

Cliente
SIC

Datas
2009 (design/implementação: seis meses)

+ info: www.bloomgraphics.tv



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