AMBITION Placed in León Spain, the contemporary museum Musac maintains a broad experimental approach to their exhibitions. Often, the architecture of modern art museums is created with intentions of becoming a landmark. 

Therefore, they were looking for an identity that could work together with the architecture. The assignment was held as a competition. ACTION LOOP chose to make an identity utilising strong visuals of architectural structures combined with impressive art pieces. An entire typography was designed using architectural elements, including components from the region of Castilla y León’s shield of armour. 

The typeface, is only readable if you have the translation. IMPACT LOOP developed a distinctive identity that can been applied at all levels of graphic material, signage, posters and website. Whether the communication is digital or non-digital, the identity is a simple and easily recognisable method of associating each aspect with Musac. Unfortuneately, our proposal wasn’t