{"id":1882,"date":"2019-08-13T11:34:22","date_gmt":"2019-08-13T09:34:22","guid":{"rendered":"http:\/\/multipleweb.wpengine.com\/projects\/arco-sistema-de-identidad-visual\/"},"modified":"2021-10-27T11:32:57","modified_gmt":"2021-10-27T09:32:57","slug":"arco-visual-identity-system","status":"publish","type":"portfolio","link":"https:\/\/multiplestudio.org\/en\/portfolio\/arco-visual-identity-system\/","title":{"rendered":"<span class=\"cliente-titulo\">ARCO <\/span><br>Visual identity system"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column offset=&#8221;vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0&#8243;]\t<div id=\"thb-image-6a06e2ad7cc2c\" class=\"caption-style1 animation bottom-to-top aligncenter full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"01_intro\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro.jpg 1920w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro-300x169.jpg 300w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro-768x432.jpg 768w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro-1024x576.jpg 1024w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro-20x11.jpg 20w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro-150x84.jpg 150w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro-600x338.jpg 600w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/01_intro-900x506.jpg 900w\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1557477537006{margin-top: 3% !important;margin-bottom: 2% !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text]\n<h3 class=\"cliente-titulo\"><strong>ARCO<\/strong><\/h3>\n<h3>Visual Identity System.<br \/>\nDistilling its image, redefining its essence<\/h3>\n[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1556641320911{margin-bottom: 5% !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;.vc_custom_1575907112847{margin-bottom: 10% !important;}&#8221; el_class=&#8221;textos-intro-portfolio&#8221;]The <a style=\"font-family: FaktPro-Blond;\" href=\"https:\/\/www.ifema.es\/arco-madrid\">ARCO<\/a> International Contemporary Art Fair is one of the main contemporary art fairs of the international circuit. Organized by <a style=\"font-family: FaktPro-Blond;\" href=\"https:\/\/www.ifema.es\/\">IFEMA<\/a> (Fair Institution of Madrid), it is held annually in February in the Spanish capital, and since 2016 also in Lisbon. ARCO was born as a gallery fair with the intention of gathering an artistic offer that went from the historical avant-garde to the most recent emerging art, through modern art and contemporary art.[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243; css=&#8221;.vc_custom_1556550883101{margin-left: .4rem !important;}&#8221;][vc_widget_sidebar sidebar_id=&#8221;footer5&#8243;][\/vc_column][vc_column width=&#8221;1\/6&#8243; css=&#8221;.vc_custom_1556550887719{margin-left: .4rem !important;}&#8221;][vc_widget_sidebar sidebar_id=&#8221;footer6&#8243;][\/vc_column][\/vc_row][vc_row][vc_column]\t<div id=\"thb-image-6a06e2ad80c55\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1558778842525{margin-bottom: 5% !important;}&#8221;][vc_column]\t<div id=\"thb-image-6a06e2ad82a07\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"02_historico-secuencia\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/02_historico-secuencia.gif\" data-sizes=\"auto\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1570698199431{margin-top: 5% !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text el_class=&#8221;textos-portfolio&#8221;]\n<h4>Structure of four<\/h4>\n<p>Essence or visual reminder of the history of the <a style=\"font-family: FaktPro-Blond;\" href=\"https:\/\/www.ifema.es\/arco-madrid\">ARCO<\/a> brand. To build the Visual Identity System, we first looked at what had been built so far, we distilled the essential graphic attributes and established them as the core of the brand identity. The four-element graphic structure has been a visual constant in the different editions of the fair.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1570698449546{margin-top: 5% !important;margin-bottom: 7% !important;}&#8221;][vc_column]\t<div id=\"thb-image-6a06e2ad8644a\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"03_sintesis\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/03_sintesis.gif\" data-sizes=\"auto\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/2&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text el_class=&#8221;textos-portfolio&#8221;]\n<h4 class=\"p1\"><span class=\"s1\">Font update<\/span><\/h4>\n<p class=\"p1\"><span class=\"s1\">A typography, more solid, stable, and timeless with clean strokes that integrate in a balanced way into the visual identity system.<\/span><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1570698505409{margin-top: 3% !important;margin-bottom: 3% !important;}&#8221;][vc_column]\t<div id=\"thb-image-6a06e2ad8a92f\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"04_tipo\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/04_tipo.gif\" data-sizes=\"auto\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/2&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text el_class=&#8221;textos-portfolio&#8221;]\n<h4 class=\"p1\"><span class=\"s1\">Coherence, continuity and visual structure<\/span><\/h4>\n<p>A visual identity system composed of a series of central elements that come together to create a solid and timeless structure with the main objective of establishing a clear and defined brand identity. Easy to recognise at a simple glance any <a style=\"font-family: FaktPro-Blond;\" href=\"https:\/\/www.ifema.es\/arco-madrid\">ARCO<\/a> communication.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1570698574739{margin-top: 7% !important;margin-bottom: 10% !important;}&#8221;][vc_column]\t<div id=\"thb-image-6a06e2ad8e2d1\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"05_estructura\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/05_estructura.gif\" data-sizes=\"auto\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1558005973198{margin-bottom: 30px !important;}&#8221;][vc_column]\t<div id=\"thb-image-6a06e2ad91b5f\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"06_parada\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada.jpg 1920w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada-300x169.jpg 300w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada-768x432.jpg 768w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada-1024x576.jpg 1024w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada-20x11.jpg 20w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada-150x84.jpg 150w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada-600x338.jpg 600w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/06_parada-900x506.jpg 900w\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1570698718723{margin-top: 10% !important;margin-bottom: 30px !important;}&#8221;][vc_column]\t<div id=\"thb-image-6a06e2ad93896\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"07_madrid-lisboa\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/07_madrid-lisboa.gif\" data-sizes=\"auto\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1570546495257{margin-top: 10% !important;margin-bottom: 10% !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text el_class=&#8221;textos-portfolio&#8221;]\n<h4 class=\"p1\"><span class=\"s1\">Color strategy<\/span><\/h4>\n<p>Color is one of the central elements within the identity, responsible for differentiating between years and between locations. Used within a dynamic and flexible grid applicable to print, digital and audiovisual media; It is the visual element that allows <a style=\"font-family: FaktPro-Blond;\" href=\"https:\/\/www.ifema.es\/arco-madrid\">ARCO<\/a> to be easily recognisable with or without the presence of the logo.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1558262311129{margin-bottom: 30px !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;]\t<div id=\"thb-image-6a06e2ad95eb4\" class=\"caption-style1  aligncenter   thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"720\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"10_manual\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual.jpg 960w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual-300x225.jpg 300w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual-768x576.jpg 768w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual-150x113.jpg 150w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual-600x450.jpg 600w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual-900x675.jpg 900w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/10_manual-20x16.jpg 20w\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][vc_column width=&#8221;1\/2&#8243;]\t<div id=\"thb-image-6a06e2ad98d5b\" class=\"caption-style1  aligncenter   thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"720\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"11_manual\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1.jpg 960w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1-300x225.jpg 300w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1-768x576.jpg 768w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1-150x113.jpg 150w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1-600x450.jpg 600w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1-900x675.jpg 900w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/11_manual-1-20x16.jpg 20w\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1558262311129{margin-bottom: 30px !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;]\t<div id=\"thb-image-6a06e2ad9a804\" class=\"caption-style1  aligncenter   thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"720\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"12_manual\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual.jpg 960w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual-300x225.jpg 300w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual-768x576.jpg 768w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual-150x113.jpg 150w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual-600x450.jpg 600w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual-900x675.jpg 900w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/12_manual-20x16.jpg 20w\" \/>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t\t<\/div>\r\n\t[\/vc_column][vc_column width=&#8221;1\/2&#8243;][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1558005973198{margin-bottom: 30px !important;}&#8221;][vc_column]\t<div id=\"thb-image-6a06e2ad9bcad\" class=\"caption-style1  alignleft full  thb_image_link wp-caption \">\r\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\r\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"thb_image   attachment-full thb-lazyload lazyload\" alt=\"\" title=\"09_valla\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" data-src=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1.jpg 1920w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1-300x169.jpg 300w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1-768x432.jpg 768w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1-1024x576.jpg 1024w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1-20x11.jpg 20w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1-150x84.jpg 150w, https:\/\/multiplestudio.org\/wp-content\/uploads\/2019\/08\/09_valla-1-600x338.jpg 600w, 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