Shaping a brand for the Foundation of a renowned contemporary art museum.

Right from the start of the project it became clear to us that the Foundation needed to create a strong community who would support art and bring it closer to society, in order to bring people closer to the Museum. In this sense, Museum and Foundation needed to be two sides of the same coin: they had to remain closely related, but their differences also needed to be emphasised. In contrast to the more institutional tone of the Museum, the Foundation required a social and collective vocation in order to make an impact. All of this from a ‘mass’ approach that simultaneously needed to feel close and empathetic, making everyone feel represented. In short: bringing the Museum closer to people.

In order to give life to the logo and the graphic system, we turned the word Amigos (‘Friends’) into the latch of a door that opens the Museum to art, to people’s creativity and also to children. We designed a dynamic visual system in which the logo opens up and creates a frame that adapts to all sorts of contents. We gave the brand a new palette composed by 6 vibrant colours which contribute to a rich and inspiring visual universe, specifically designed to attract people’s attention.