A changing sectorFundación Arquia promotes publicises different cultural and social projects in the fields of architecture, construction, design, and town planning. Architecture reflects the constant change in society and how we organize ourselves in urban areas. The “Arquia Próxima” awards are held every two years and recognized recently graduated architects. This year the aim is to promote change with a more inclusive, plural, diverse and attractive festival that is especially focused on the next generation of emerging architects.
The proposal is inspired by the dynamism of an arrow as a vector of movement, uniquely embodying and representing both an objective and a destination. As an evocative element, it symbolises, with its application in gold, all the award-winning architects with which the proposal connects.
We also play with the participation of the present moment, projected into the future. Such play is resoundingly illustrated, highlighting the intention behind this graphic.
The identity is based on arrows of different styles, types and formats which point in an upward direction in gold, a simple metaphor that shows architecture as an element which drives society. In some Eastern cultures, arrows are synonymous with deep knowledge about a subject, a meaning we also adopt to provide the whole ensemble with identity, personality, and consistency.
The main contribution is that we take an external element which we then make our own: capitalizing on its value to create an asset which can be used at future editions of the Festival.
Arrows in different sizes bring a certain degree of transgression and change, which are the ultimate aim of architecture as a discipline: to transform society through its interventions, so that even though it is an ephemeral event, its trace is not obsolete. The award-winning architects are avant-garde and ground-breaking, pushing the boundaries of what could be considered normal. The approach evolves to adapt to multiple platforms, always accompanied by the golden patina awarded to the prize winners.
Versatility of both physical and digital media allows the creation of an almost infinite palette of applications. In terms of tangible elements, we opted for offset printing with direct gold inks on programmes, diplomas, brochures, accreditations, notebooks and voting slips. Other elements which make up the brand universe more related to merchandising require the translation of this characteristic (gold ink) to surfaces such as fabrics (tote bags), methylacrylates (trophies)…
In addition, numerous digital elements are created to feed different social media, where we use a moving arrow as a focal element.