Bibliotecas de Madrid branding
Bibliotecas de Madrid branding
The fusion of two different library systems led to a single integrated library system for the Spanish capital.
Creation of the brand and sub-brands of the new public entity and its offline and online communication strategy.
The Community of Madrid has a network of 204 public and municipal libraries, 40 reading centres, 12 subway libraries and 13 library buses. These serve more than 2.7 million citizens.
The branding objective was to promote and integrate everything that identifies Madrid as the "Book Community" in Spain, reinforcing reading as a driving force of social and cultural development and a vehicle for educational empowerment.
The identity treats the logotype as a metaphor for a bookshelf or bookcase. Its playful character, with basic colours and strong images, helps to create a powerful tool of humanistic communication.
Tasks
Communication strategy
Brand design
Brand manual
Creative direction
Visual design
Website design
Project team
André Pessoa de Farias, Art direction & Product design
Fernando Rapa Carballo, Design consulting & Art direction
Sole Carballo, Visual design
Capgemini, Website developpment
The identity was implemented across all Library communications, including books, magazines, institutional brochures and newsletters, signage and exhibition graphics.
A large number of activities and exhibitions are held in the different library facilities. Posters, guides and illustrative panels have been created for these.
The design of a useful, functional website containing a huge amount of content aimed at a vast and varied audience was an inherent part of the rebrand project.
See project Madrid reader's portal
A comprehensive brand guideline was developed to help the communication department speak with a cohesive voice across all applications, from public signage and merchandising to promotional campaigns and internal reports.
