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 3 weights) and Poligonal Slab (in 2 weights). Poligonal is paired with Pradell by Andreu Balius. See more in the case study on the Toormix website.

From Behance:

“Design is not art but in part, art is design.” This is the starting point for a new reflection that, beyond the exhausting debate that unites one field with another, has the purpose of delving deeper into the creators who move in parallel between these two disciplines.

At the “Art Designers” exhibition we wish to emphasize these common processes of reflection, conceptualization and of creation itself. Beyond formalization and interpretation, we are interested in the deepest discourse of the idea, the meaning and the most personal expression that brings coherence to an integral and global discourse.

See also a previous post about Espacei Tactel Toormix.

Identity and communication of Espai Tactel Toormix, the new art, reflection and design space created in a joint effort by the Espai Tactel gallery and Toormix, located in the workshop space of the Toormix studio in the Gracia neighborhood of Barcelona.

The identity plays with the idea of the joining of the two teams. A stroke that links both initial letters T through a gesture in the form of the letter E that is differently shaped in every design.

During the design process, the proposal evolved with each and every communication material, from signage and press releases to stationery and posters. The result is a flexible identity, complemented by the use of the characteristic Trash (available from Bruta Types). The more subdued Aperçu (Colophon Foundry) is used for counterbalance.

Espai Tactel Toormix is an opportunity for reflection and experimentation. That is the reason why we align the mission of this new space with a personalist yet flexible and experimental communication while placing great importance on the typography selected. An exercise that allows for infinite possibilities for the evolution of the code while maintaining a coherent identification through a clear and recognizable brand.

The full case study can be found at toormix.com.

Poster for the first exhibition, Secret Diaries.

Poster for the second exhibition, The shortest lines go for a walk.

Poster for the third exhibition, Dobles.

Design of the interior graphics of the largest photobook exhibition developed globally to date and with more than 500 photobooks. A project created jointly with the curators, the Center for Contemporary Culture of Barcelona and the architecture team. An exhibition divided into 8 chapters (each one curated by a prestigious curator) and two venues, the CCCB and the new headquarters of the Fundació Colectania for the promotion of photography. — Toormix

Alias Sabre is used for title and headline typography.

“Toormix New Papers is a self promotional editorial portfolio containing a selection of projects developed at the studio from 2007 to 2009.”—toormix.com

The rounded DIN-like typeface is Naiv, designed by Timo Gaessner (now running Milieu Grotesque) and released with Gestalten in 2006. It seems to have disappeared from the market. There was also Naiv Text, with a double-storey ‘a’ and an ‘O’ and ‘Q’ without a curl in the counter, as well as the fattened Naiv Fat, with filled-in counters. You can still see them on Identifont.

Brand design, graphics, façade and corporate materials for Betlem, an old deli grocery store at the Barcelona's Eixample district converted now into a gastro-bar.

A self initiated project by toormix for the promotion of the Catalan wines.

Branding, graphic and communication code for a catalan wines promotion project for the domestic and international audience. A project that aims to improve the consumption and the presence of the local wines at catalan cellars and restaurants. The brand with 12 different variations (as many as wine designations of origin in Catalonia) and the synthetic graphical combine land, terrain and climate of the different D.O. through a graphical code different from the typical wine code. Within the project we worked on the brand extension for communication to the point of sale (restaurants and wineries), magazines with opinion leaders quotes about catalan wines and the different support and merchandising materials.