ICEX
SpainFashion
Spanish Fashion isn't just on the runways
Spanish fashion is in the small artisan workshops, in the most deeply rooted traditions, in the young talents who have not yet reached the catwalks and also outside our borders.
The latter is handled by ICEX - Spain Export and Investments, the institution that promotes the internationalization of the Spanish economy and companies, as well as foreign investments in Spain - and more specifically, Spain Fashion, ICEX's division of the fashion sector.
ClienteICEX
Fecha2020
The Challenge
Spain Fashion needed a recognizable, scalable identity, so versatile as to reflect the heterogeneity and diversity of the Spanish fashion industry (which includes both haute couture and leather workers) and so transversal as to bring together the avant-garde and the transgression of the new creators, the power of the most consolidated brands and the tradition of the most time-honoured proposals in the sector.
These premises, already quite challenging, are joined by two more variables: on the one hand, this identity has the function of championing Spanish fashion at international fairs and in initiatives promoted by ICEX in its effort to push Spanish industry forward; on the other, in addition to this institutional aspect, the identity of Spain Fashion must contemplate the commitment that the Spanish fashion industry has with sustainability in some way.
These premises, already quite challenging, are joined by two more variables: on the one hand, this identity has the function of championing Spanish fashion at international fairs and in initiatives promoted by ICEX in its effort to push Spanish industry forward; on the other, in addition to this institutional aspect, the identity of Spain Fashion must contemplate the commitment that the Spanish fashion industry has with sustainability in some way.
The Solution
Our response to this challenge ended up being synthesized in the creation of a shape shifting identity. It does not change its essence, but its ability to live naturally in different formats. This dynamism gives versatility to the identity and means that its composition varies from one application to the next.
The heterogeneity of the Made in Spain fashion sector becomes tangible in the letters that make up the naming Spain Fashion which, randomly, change their spelling for symbols. To sustain this dynamic and diverse identity profile, typography was a key element. We opted for the combination of two typefaces, a neutral Grotesque Sans Serif and the other a hand made calligraphic script, with which we built an aggressive contrast that fuses tradition and avant-garde.
The heterogeneity of the Made in Spain fashion sector becomes tangible in the letters that make up the naming Spain Fashion which, randomly, change their spelling for symbols. To sustain this dynamic and diverse identity profile, typography was a key element. We opted for the combination of two typefaces, a neutral Grotesque Sans Serif and the other a hand made calligraphic script, with which we built an aggressive contrast that fuses tradition and avant-garde.
The system
As far as the visual system is concerned, we built the perfect habitat to highlight all the previous ingredients: letters, symbols, different compositions, mix of fonts, transgression and classicism.
This habitat is made up of images framed by basic geometric shapes such as rhombuses, ellipses or rectangles and a color palette that oscillates between the elegance of black and gold and the naturalness of more earthy and vegetal tones.
This habitat is made up of images framed by basic geometric shapes such as rhombuses, ellipses or rectangles and a color palette that oscillates between the elegance of black and gold and the naturalness of more earthy and vegetal tones.
