JAVIER LOPEZ    

Macba
Designing a museum open to the city.
Services
Brand Identity
Design System
Campaign
Wayfinding

Industry
Arts & Culture
Credits

Design System & Principles: Mucho
Campaign Designs: Studio Motu / Oh Yeah! María Ávalos / Lara Coromina Parcet
Motion assets: Jorge Croissier
Typeface: ABC Diatype by Dinamo
Photographs by To Soon To Think, Miquel Coll, Roberto Ruíz and MicoStudio
Tram photography Courtesy of JCDecaux España SLU

MACBA was entering a new phase — 30th anniversary, an expansion, a fresh strategic plan — and needed an identity that could hold very different content without losing coherence. I led the design process on a system built around openness: The Possible Museum.

The updated logo steps out of the black box, becoming more prominent and able to split into MAC / BA to make room for images, text and new meanings. Compositions move off a fixed centre and behave more dynamically, anchored by a modular grid, ABC Diatype and a black-and-white palette. The framework runs across exhibition campaigns, signage, print, digital and environmental — consistent at the museum level, flexible at the show level.

Created in collaboration with the team at Mucho.
View the full case study here.













Previous project