Madrid light and sky.
Carlos III, a symbol of the enlightened king, also known as the "Mayor of Madrid".
This sky, photographed in the month of September of 2020 in the Jardines del Buen Retiro of Madrid, also serves as a backdrop for the text of the Light Manifesto that is included in these initial communication campaigns.
In the images, the main entrance hall of Museo Nacional del Prado; a wall with a painting in the Museo Nacional Thyssen-Bornemisza and photographs of advertising panels and columns displaying other photomontages from the campaign.
Short graphic animations, with drawings and videos that have been shown on large screens in the centre of the city.
Graphic design
Name, logo and communication for a landscape
The nomination of the Paseo del Prado and Buen Retiro. Landscape of Arts and Sciences of Madrid space has built an identity to reflect its personality, its values and its universal nature. The first step was to create a name.
Light
This is the word that helps understand the personality and summarises the idea and strength of the Landscape.
According to the dictionary of the Spanish Royal Academy (RAE), Light is, firstly, Culture, and also the Physical Agent that makes objects visible.
From Madrid to heaven
Intense light characterises the sky of the city of Madrid, located 50 km from the Guadarrama mountains and at a height of 667 m.
The Light of this Landscape, centred around the Paseo del Prado, the Jardines del Buen Retiro and the other 90 outstanding monuments and landmarks of this nomination, is a cultural and artistic focal point of universal value.
Enlightenment, Science and Reason
According to The Ideological Dictionary of Casares, Light is knowledge and science against darkness which is ignorance.
The Enlightenment, the cultural movement that has proclaimed in Europe the Sovereignty of Reason since the 17th century, illuminates the creation of the most significant landmarks of this landscape built in the Century of Lights—as it was called by Alejandro Carpentier—and a large portion of which are dated in the 18th century.
Logo, symbol and identity
The logo formed of six vertical elements, the last also a capital letter L, the initial of Light, represents the 6 essential values of the Landscape and they also symbolise the ordered woodland of the Paseo del Prado and El Buen Retiro, located in the centre of the city.
Furthermore, its rhythm and composition are inspired by the 6 columns of the elevations of its most significant neoclassical buildings: the Museo Nacional del Prado, the Real Observatorio de Madrid, the Casón del Buen Retiro and the Congreso de los Diputados, among others.
The Logo, represented by the graphics of the Corpid Font, designed in 1997 by Groot for Linotype.
Communication and campaign
The City Council of Madrid has launched an information and communication campaign to publicise the nomination and the essence of the Landscape of Light.
Posters and pennants, as well as animations and short videos on urban furniture screens and in spaces of high public significance and great visual impact, such as the cinemas and theatres of Madrid’s Gran Vía, show, at the end of 2020 and will continue to show at the beginning of 2021, meaningful images of the Landscape of Light with a video of the brightly lit Madrid sky, in their interior.
Name, logo and communication for a landscape
The nomination of the Paseo del Prado and Buen Retiro. Landscape of Arts and Sciences of Madrid space has built an identity to reflect its personality, its values and its universal nature. The first step was to create a name.
Light
This is the word that helps understand the personality and summarises the idea and strength of the Landscape.
According to the dictionary of the Spanish Royal Academy (RAE), Light is, firstly, Culture, and also the Physical Agent that makes objects visible.
From Madrid to heaven
Intense light characterises the sky of the city of Madrid, located 50 km from the Guadarrama mountains and at a height of 667 m.
The Light of this Landscape, centred around the Paseo del Prado, the Jardines del Buen Retiro and the other 90 outstanding monuments and landmarks of this nomination, is a cultural and artistic focal point of universal value.
Madrid light and sky.
Enlightenment, Science and Reason
According to The Ideological Dictionary of Casares, Light is knowledge and science against darkness which is ignorance.
The Enlightenment, the cultural movement that has proclaimed in Europe the Sovereignty of Reason since the 17th century, illuminates the creation of the most significant landmarks of this landscape built in the Century of Lights—as it was called by Alejandro Carpentier—and a large portion of which are dated in the 18th century.
Carlos III, a symbol of the enlightened king, also known as the "Mayor of Madrid".
Logo, symbol and identity
The logo formed of six vertical elements, the last also a capital letter L, the initial of Light, represents the 6 essential values of the Landscape and they also symbolise the ordered woodland of the Paseo del Prado and El Buen Retiro, located in the centre of the city.
Furthermore, its rhythm and composition are inspired by the 6 columns of the elevations of its most significant neoclassical buildings: the Museo Nacional del Prado, the Real Observatorio de Madrid, the Casón del Buen Retiro and the Congreso de los Diputados, among others.
The Logo, represented by the graphics of the Corpid Font, designed in 1997 by Groot for Linotype.
Communication and campaign
The City Council of Madrid has launched an information and communication campaign to publicise the nomination and the essence of the Landscape of Light.
Posters and pennants, as well as animations and short videos on urban furniture screens and in spaces of high public significance and great visual impact, such as the cinemas and theatres of Madrid’s Gran Vía, show, at the end of 2020 and will continue to show at the beginning of 2021, meaningful images of the Landscape of Light with a video of the brightly lit Madrid sky, in their interior.
This sky, photographed in the month of September of 2020 in the Jardines del Buen Retiro of Madrid, also serves as a backdrop for the text of the Light Manifesto that is included in these initial communication campaigns.
In the images, the main entrance hall of Museo Nacional del Prado; a wall with a painting in the Museo Nacional Thyssen-Bornemisza and photographs of advertising panels and columns displaying other photomontages from the campaign.
Short graphic animations, with drawings and videos that have been shown on large screens in the centre of the city.
Graphic design