Spain Specialist Program (SSP) is the online training program designed by Turespaña to bring Spanish culture, regions and tourist attractions closer to tourism professionals.
The assignment to design the new branding for the agent training program was a great challenge. From the very first moment we saw the need to create this new sub-brand, since its public is very different from the usual one, just as the activity it encompasses also differs from the core business of the organization.
In this particular case, by combining concepts such as "tourism" and "training", it was easy to fall into trivial ideas that do not help to build a solid brand from the ground up. It should not be forgotten that this is a "business branch" of a leading tourism organization. So the brand must help maintain and reinforce that authority.
On the other hand, keep in mind that this "sub-brand" will not be alone in the world, but will be part of a brand architecture and will have to coexist with the rest of the organization's brands. In every sense, even graphically.
In the end, we realized that the acronym in the name was a great opportunity as a central element of the brand. But the acronym was not enough. We needed to create a graphic form of our own. To design an iconic logo that could work alone or combined with the "umbrella brand".
In addition, we were asked to design the badge, which is a further step in the brand identity, acting as an accrediting "seal". And also two different diplomas for each training program: a more basic one and a slightly more "academic"/premium one to proudly display once the advanced training was completed.
CREATIVE DIRECTION: Julio Liarte
GRAPHIC DESIGN: Julio Liarte
By combining concepts such as Tourism and Training it was easy to fall into trivial ideas that do not help to build a solid brand from the ground up.
We realized that the acronym in the name was a great opportunity as a central element of the brand. But the acronym was not enough. We needed to create a graphic form of our own.