The area between Paseo del Prado and Retiro Park in Madrid has a big density of cultural heritage: monuments and museums like Prado Museum, Reina Sofia Museum, Thyssen-Bornemisza Museum, Cibeles, the Apollo and Neptune fountains or the Royal Botanical Garden – among many others. This sparked an aspiration for the area to be declared as a UNESCO World heritage site.
With the aim to identify and draw attention to this candidature it was necessary a visual identity and a campaign that connects with the citizenship and emphasizes the huge historic and cultural value of this area.
Pradell, used for the logo, makes reference to the Spanish typography history. It was designed by Andreu Balius inspired from punches cut by catalan punchcutter Eudald Pradell who was hired by Charles III of Spain (a king well-known for the improvements he made in Madrid) to work at the Royal Press in 1765. The functional side is achieved with Fugue, chosen as the font for the campaign motto: “Lo que es nuestro, queremos que sea del mundo” (“What is ours we want it to be of the world”).
Nice work, Aníbal! I can’t help but to think: What a missed chance for a double LTypI! Prado and Retiro are both names used for typefaces, too. Nevermind. It’s great to see some Pradell! IMO, this typeface by Andreu Balius is an underused gem.