Para la materia Diseño Multimedia I se nos asignó un museo, me tocó trabajar con el MARQ, el Museo de Arquitectura y Diseño, ubicado en Buenos Aires, Argentina.

For the subject Multimedia Design I we were assigned a museum, I had to work with MARQ, the Museum of Architecture and Design, located in Buenos Aires, Argentina.

Para empezar a plantear el diseño se hizo una clasificación de 50 emergentes conceptuales, para luego llegar a los 9 emergentes principales. 

Decidí continuar basándome en los conceptos de arquitectura, creativo, geométrico e impactante. Dichos conceptos parten de características propias de la estructura del MARQ.

To start proposing the design, a classification of 50 conceptual emergents was made, to later arrive at the 9 main emergents.I decided to continue based on the concepts of architecture, creative, geometric and impressive. These concepts are based on the characteristics of the MARQ structure.

Regarding the graphic match, the logo can be analyzed by its morphology, its chromatism, the attitude of the logo and the analysis of the sign. According to the morphological analysis, the typographic roots used are sans-serif. As for visual variables, the acronyms are in a bold tone, and the name of the museum in a regular tone. The direction is horizontal, the proportion is regular, the lettering is closed, as is the line spacing, and the box is tall.

As for the chromatic analysis, the palette is primary, the color temperature is cold. The color is presented as the printing primary (when we talk about cyan). The color key is medium high and the contrast key is high since the background is white. The logo is developed on a horizontal baseline, centered on the axis of symmetry, developed in three lines. It also has size and weight rhythms. 

Regarding the analysis of the sign, it can be classified according to Joan Costa as abstract. Its morphology is geometric, and its envelope is an irregular polygon. Its structure is diagonal. It has a centered axis of symmetry that is continuous in part of the drawing. It is an illusory representation of three cubes, shown as a two-dimensional. His language is of planes, delimited with a broken straight line, with vertices, in some cases with right angles. 

And finally, according to the laws of Gestalt, it contains the background figure, proximity and closure.

Se trabajó la marca a color, trabajada en cyan el signo, y el logotipo en negro. También en blanco y negro. Y en escala de grises, donde el cyan fue sustituido por un gris al 35%, y el negro permanece igual.

The brand was worked in color, the sign was worked in cyan, and the logo in black. Also in black and white. And in grayscale, where the cyan was replaced by a gray at 35%, and the black remains the same.

Se realizaron reducciones sucesivas de la marca, en las que podemos comprobar que la misma funciona, ya que tiene legibilidad. Es importante aclarar que a partir de los 15 mm, se trabaja el signo con las siglas, quitando el logotipo. Y a partir de los 8 mm se trabaja el signo individualmente.

Successive reductions of the brand were made, in which we can verify that it works, since it has legibility. It is important to clarify that from 15 mm, the sign is worked with the initials, removing the logo. And from 8 mm the sign is worked individually.

Se trabajó la marca a color sobre fondo blanco, la misma sobre fondo negro y sobre fondo gris al 50%.

The color mark was worked on a white background, the same on a black background and on a 50% gray background.

Se definieron las codificaciones de los colores institucionales que son el cyan y el negro. 

The institutional color codes were defined, which are cyan and black.

También, se trabajaron los fondos permitidos, donde predominan el amarillo y el naranja, por su gran contraste, y el rosa con el celeste con los que tambien funciona bien la legibilidad.

Also, the permitted backgrounds were worked on, where yellow and orange predominate, due to their great contrast, and pink with light blue, with which legibility also works well.

Asimismo, están permitidos los fondos grises del 10 al 50%.

En cuanto a los fondos prohibidos, se prohíben principalmente los colores oscuros y brillantes, la marca aplicada sobre fotografías, degradados y tramas.

Likewise, gray backgrounds from 10 to 50% are allowed.As for the prohibited backgrounds, mainly dark and bright colors, branding applied on photographs, gradients and patterns are prohibited.

Se realizó la inversion de la marca en blanco y negro. Tanto como la marca sobre la croma institucional.

The inversion of the black and white brand was made. As well as the brand on the institutional chroma key.

Se definieron las versiones autorizadas, marca color sobre croma institucional, marco color sobre fondo negro, inversión de la marca en blanco y negro, y la marca en blanco sobre la croma institucional. 

The authorized versions were defined: color mark on institutional chroma, color frame on black background, inversion of the mark in black and white, and the mark in white on institutional chroma.

Asimismo, se realizaron variables secundarias, de posición y de proporción del signo junto con el logotipo, como la marca trabajada sobre tres y cuatro líneas, y la misma en vertical. También se definieron otras variables propuestas, como el signo con las siglas en negro, horizontal y vertical. Él mismo con la siglas en cyan, y por último el signo con el logotipo.

Likewise, secondary variables were made, of position and proportion of the sign together with the logo, such as the brand worked on three and four lines, and the same vertically. Other proposed variables were also defined, such as the sign with the initials in black, horizontal and vertical. The same with the acronym in cyan, and finally the sign with the logo.

Para el proceso de normatización, se realizó la grilla de constitución geométrica, donde podemos ver el signo, el cual se constituye por líneas verticales, horizontales y diagonales, todas rectas.

Vemos también las cotas con las medidas, desarrollado en una grilla con módulos de 10mm, para la construcción del mismo. 

For the standardization process, the geometric constitution grid was made, where we can see the sign, which is made up of vertical, horizontal and diagonal lines, all straight. We also see the dimensions with the measurements, developed in a grid with 10mm modules, for its construction.

Se diseñó también la grilla de estabilización del logotipo, la cual cuenta con módulos de 10 mm. En esta grilla se puede ver las medidas de las siglas, y del nombre del museo. También se ven las medidas de cada letra, del espacio entre palabras y del interletrado. 

The logo stabilization grid was also designed, which has 10 mm modules. In this grid you can see the measurements of the acronyms, and the name of the museum. You can also see the measurements of each letter, the space between words and the kerning.

Se trabajó una grilla de relación entre el signo y el logotipo, donde vemos las medidas de cada uno de estos, y las medidas del espacio entre estos. Contando con un módulo y medio entre el signo y el logotipo. Esta grilla está compuesta por módulos de 6 mm.

A relationship grid was worked out between the sign and the logo, where we see the measurements of each of these, and the measurements of the space between them. Counting on a module and a half between the sign and the logo. This grid is made up of 6 mm modules.

Por último, se estableció el área de resguardo de la marca. Para esta, se pensó trabajar con la letra M, de las siglas del logotipo, utilizándola dos veces, una arriba de la otra. La misma ocupa 8 módulos, en una grilla que cuenta con módulos de 4 mm.

Finally, the brand protection area was established. For this one, it was thought to work with the letter M, from the initials of the logo, using it twice, one above the other. It occupies 8 modules, in a grid that has 4 mm modules.

La elección tipográfica fue muy importante, las siglas de la marca se trabajan en Avenir Black y el logotipo se trabaja con la fuente Ivy Epic Regular. En la papelería se trabajó con la fuente Helvetica Neue en sus variables regular y bold, ya que la misma cuenta con muy buena legibilidad.

The typographical choice was very important, the brand initials are made in Avenir Black and the logo is made with the Ivy Epic Regular font. In the stationery, we worked with the Helvetica Neue font in its regular and bold variables, since it has very good legibility.

En cuanto a la implementación gráfica, se realizaron los diseños de hojas de papel carta a4, carpeta a4 exterior e interior, sobres oficio, tarjetas institucionales y personales.

Regarding the graphic implementation, the designs of a4 letter paper sheets, exterior and interior a4 folder, official envelopes, institutional and personal cards were made.

También se realizaron los diseños de objetos promocionales, entre estos lápices, cuadernos, bolsas de tela, tazas y botellas reutilizables. 

The designs of promotional objects were also made, among these pencils, notebooks, cloth bags, cups and reusable bottles.