Madrid Tourism Image
CLIENT: MADRID DESTINO
CREATIVE DIRECTION: Naranjo-Etxeberria
GRAPHIC SYSTEM: Naranjo-Etxeberria
Madrid Destino commissioned us to develop the new graphic system for the tourism communication tools of the city.
From N-E we have developed the visual guide to make Madrid a contemporary, modern and global city.
DEFINING THE NEW VISUAL CODE FOR MADRID
Nowadays a city should not only represent its context, it should act like a cultural urban nucleus for people who come and go, who move, who live in the world. There are no borders.
Madrid is a cultural city for people around the city who move forward and push it to be a global and international city. The image who represents this city needs to be global instead of local and represent the moment we are living in.
A SIMPLE YET RECOGNIZABLE GRAPHIC CODE TO CREATE A FUNCTIONAL SYSTEM
The identity is made out of different schemes and structures creating a perfect balance between image, color and text. A functional system that coexists with all different formats being adaptable but always keeping the essence.