Brand Identity created for Madrid Luxury Art (2021), an urban art festival in the heart of the city. This event is organized by the prestigious organization Madrid Luxury District, the merge of the most luxurious fashion brands in the market in Madrid, and AGM: Art Management, promoters and managers of Iberoamerican art. This was the first of many events, in this case, we where presenting Venezuelan Artist Alejandro Vega Beuvrin, the first public event in the city after the quarantine.
My team and I are the creators of this brand Identity and all the physical and digital touchpoints of the event.
The scope was to develop an identity that communicated reunion, reflection, and contemporaneity, taking into consideration the actual trends in the art world regarding the use of sans-serif and twisting in a bit going more for a geometrical look. The visual look of the acronym is inspired by extremely contrasted and brutalist sans such as “Trash” by Brutatype, “Beatrice Display” by Sharp Type, “Idlewild” by Hoefle & co, among other great typefaces that share these characteristics. The secondary typeface of the identity and the descriptor of the logo is Madrid Luxury District’s Garamond, a choice that was made in order to maintain a visual link with the association’s visual communication.
