Branding for the city of Madrid
Madrid is the capital city of Spain, a country with multiple culturalism, vibrant colors and delicious food. Either way, Madrid is known for it's nightlife, beautiful gardens, it's blue sky (which is the corporate color of the city as of now) and the incredible architecture.
This project aims to create a new brand to this iconic city of Europe and empower it with a branding project according to its dimensions and multiculturalism, in addition to offering a more modern visual identity.
The first starting point to start this project was to investigate all the identifying elements of Madrid and thus be able to make them manifest. The four towers offer the city a touch of modernity, in addition to the different skyscrapers that can be seen in the Castellana (the main business artery of the city). On the other hand, the emblematic neighborhood of Chueca gives the city a nightlife worthy of New York, as well as being the city's well-known gay district. In addition, the center concentrates the samples of palatial architecture with more than 200 years, such as the Plaza Mayor and the Palacio Real, icons of the city. Finally, Madrid's modernism is not only looked at by its financial zone, but also by the Reina Sofia Museum, where numerous modernist works of art are housed, which in turn connects with the Paseo de las Artes to other important museums such as the Prado and Thyssen Museum. So, with all this variety of artistic elements, the sketching process included several different logos as a result of everything mentioned above.
A new brand
Symmetry is the main point of this project. For this, the number of x on each side has been taken into account, so that, in addition to being symmetrical, it was elegant to the eyes. For this reason, 9 different grids or logos have been created, each one thought in a simple and minimalist way.
Symmetry is the main point of this project. For this, the number of x on each side has been taken into account, so that, in addition to being symmetrical, it was elegant to the eyes. For this reason, 9 different grids or logos have been created, each one thought in a simple and minimalist way.
The different possibilities that this modular logo could offer are endless. For this purpose, different advertising campaigns have been carried out, one for an Art Exhibition in Matadero and another for the identity of the city. The first, combines the logo to give more prominence to the fact that it is in Madrid and thus, play with it. Thus, the use of typography is also important, having used the "Playfair Display" for all the texts of the poster.
