SPAIN arts & culture was created with the desire to become an umbrella brand for all Spanish culture abroad, an internationally recognizable brand. Able to integrate the past history but also the most novel projects. Spain as a cluster of living cultures. Through the metaphor of the carved stone, of the gem, we explained how a rough element is transformed into a precious stone. A brand with the aim of transmitting the cultural variety of the country that helps to spread the cultural and artistic programs of Spain abroad.
Commissioned by the Embassy of Spain in Washington, D.C., Toormix developed the brand strategy and worked on digital experience, identity & communication as well as environmental design. During the process, we decided to create our own typeface that would align with the shapes of the logo. In 2015, it was released for general licensing, including Poligonal Sans (in 3weights) and Poligonal Slab (in 2weights). Poligonal is paired with Pradell by Andreu Balius. See more in the case study on the Toormix website.