An identity that links symbol and culture
The project starts with a defined goal: to strengthen the identity and presence of the Instituto Cervantes in Chicago. The location of its headquarters on the second floor of the building makes the institution’s visibility to both pedestrians and drivers at street level a challenge. To overcome this challenge, the project proposes a comprehensive and unitary solution for the three façades of the Instituto Cervantes.
Images of renowned artists from Spain and Latin America are treated through a filter that uses the logo and color of the Instituto Cervantes to define new and abstract images. The images work at two scales: while from a distance the faces are recognizable, at a closer distance the icon becomes the main element. An identity that links symbol and culture.