Concéntrico (Concentric) is the Logroño International Architecture and Design Festival that proposes an annual reflection on urban environments and the city. In 2019, it was held from 26 April to 1 May.
The Festival invites people to rediscover the city through facilities, exhibitions, meetings, activities and performances which create a connection between the venues, squares, streets, courtyards and hidden spaces that usually go unnoticed in one’s daily life.
Since its first edition, Concentrico branding was conceived as a graphic system around which to experiment. The Festival’s visual identity has always revolved around a series of fixed elements, creating variants of the same system, without losing any formal coherence or the Festival’s identity.
Common elements in all editions (color palette based on fluorescent tones, extrudable elements and linear projections and Helvetica typeface) are recreated year after year to give each edition its own unique identity, as well as using geometric shapes with different layers to create volume.
One of the Festival’s most iconic applications is the map; condensing all the information about the Festival, relating the city and design in a single layout: a large-scale graphic piece which is a departure from conventional, simple use and serves as an editorial extension of the Festival. A tool through which one interacts with the programme of activities, both creatively and educationally, surprising the user with complicity.
Brand structure built on these fixed premisses allows us to explore the possibilities of its graphic resources; creating a recognisable, variable identity – one which evolves with each edition.
In addition to the elements of physical communication, the festival takes great care with how it is represented on social media networks, using carefully selected photographs for its digital platforms.