CENTENARY OF METRO DE MADRID
Flexible visual identity proposal for the centenary of Metro de Madrid, inspired by the elements of the Metro map.
When we considered the identity for the centenary of Metro de Madrid, the first thing we noticed is that the most beautiful and special thing about this company is that it seeks solutions to make people's lives easier. This led us to think about the common element that encompassed everything: connecting people, being part of their destiny.
For this project, we developed a concept that allows us to express this idea. We went from the most complex ideas to the most basic and functional. We were inspired by the function of connecting different destinations, including those of people, linking them together.
The result is a clean and expressive identity that defines Metro de Madrid as a dynamic company, committed to the people of Madrid and with a clear vision of the future.
We were inspired by the map of Metro de Madrid itself and its characteristic elements.
It is almost impossible to pass through Madrid and not cross it at some point. It is not a star monument of the city, nor an emblematic building. However, every day thousands of eyes are fixed on it.
There are even people who point out to their friends and family places in the city according to their stops!
That's why we took some of its characteristics to build the new brand identity...
It's a flexible identity, inspired by the elements of the subway map, to express the company's anniversary in a very Spanish way: "cien" (one hundred). Just like that: simple, easy and fast.
It takes advantage of the colors of the different lines of the Madrid Metro, to bring that closeness and vitality to the brand.
The identity is flexible in color and also in form, as it is conceived as a modular system that allows to play with the arrangement of the elements to build and/or adapt the word to different formats and media.
The claim "Parte de tu destino" is a play on words in Spanish. On the one hand, it can be understood as being part of someone's destiny (a look at the past and the present); while on the other hand, it can refer to leaving a destiny (a look at the future).
CREATIVE DIRECTION: Julio Liarte
GRAPHIC DESIGN: Julio Liarte
For this project, we thought about the common element that encompassed everything: connecting people, being part of their destiny.
We were inspired by the map of the Madrid Metro and its characteristic elements.
The result is a clean and expressive identity that defines Metro de Madrid as a dynamic company, committed to the people of Madrid and with a clear vision of the future.
