A changing sectorFundación Arquia promotes and disseminates cultural, social projects in the field of architecture, construction, design and urban planning. Architecture is a reflection of the constant change in society and how we organize ourselves in the cops. Biannually, the “Arquia Próxima” awards are held, which honors the new promotions of architects. This time, it seeks to promote change with a more inclusive, plural, diverse and attractive festival especially focused on new generations of architects.
The proposal is inspired by the dynamism of an arrow as a movement vector that singles out and also represents a target and a destination. As an evocative element it symbolizes, with its application in gold color, all those award-winning architects with whom the proposal connects.
We also play with the participation of the present moment that is projected into the future, a game that is clearly expressed and that serves to clearly demonstrate the intention behind this graphic.
The identity is built from arrows of different styles, types and formats that point in an upward direction in gold, a simple metaphor of what architecture is as a social driving element. In some eastern cultures arrows are synonymous with in-depth knowledge on a subject, we also appropriate this meaning to endow the whole set of entity, personality and consistency.
The main contribution is that we appropriate an external element that we make our own and capitalize on its value so that the Festival has an asset that will serve in subsequent editions.
Arrows in different sizes provide a certain degree of transgression and change that is the ultimate goal of architecture as a discipline to transform society through its interventions, which despite being an ephemeral event, the grounds are not expired. The award-winning architects are avant-garde and push the limits of what is considered normal. There the approach evolves to adapt to multiple platforms, always accompanied by the golden patina that rewards the winners.
The versatility of both physical and digital supports allows the creation of an almost infinite palette of applications, in tangible elements we bet on offset printing with direct gold inks in programs, diplomas, brochures, accreditations, notebooks, ballot papers. Other elements that make up the universe of the brand more related to merchandinsing require the transfer of this characteristic (gold ink) to surfaces such as fabrics (tote bags), methacrylates (trophies) …
In addition, numerous digital elements are created to feed the different social networks in which we have the moving arrow as a focal element.