CONVENCIÓN TURESPAÑA

In 2021 TURESPAÑA decides to organize a new annual event: the Turespaña Convention, which aims to reinforce its leadership in promoting Spain as a tourist destination in international markets and its role as an umbrella brand for Spanish tourist destinations.

To tackle the design of the identity for this important event, we had to make some important decisions. There are occasions (and this was one of those cases) when the visual identity cannot and should not be solved with a simple "logo" ..... That's why we decided that the logo would not be the main element of the event's graphic identity. Instead, it would have a complementary function that, combined with the rest of the elements, would provide a solution to the visual identity of the convention. Therefore, it had to be as neutral as possible so as not to compete with the great expressiveness of the rest of the elements; at the same time, it could coexist with them without presenting any problem.

For this project we have established a color palette with a lot of personality, which moves away from the typical "yellow and red", so common in all the graphic communication of Turismo de España.

We defined a graphic grid that allowed us to build the elements of this visual universe by establishing a formal structure, its most basic shapes and proportions.

We combined the basic geometric shapes defined by our grid, with the color palette, to respond to the range of tourism products offered by the different destinations in Spain. After all, tourist destinations are the result of a "combination of ingredients" (sun, sea, light, a specific climate, type of terrain, natural elements, heritage...).

By providing our elements with formal construction rules, we define a modular structure that will allow us to combine the iconographic modules to build the identity of the event and its application in each support.

Some of these modules are "extensible" in some direction (vertical or horizontal), simply by adding several of them sequentially, which allows us to fill spaces and give the whole a more interesting visual aspect.