Vasava designed the new identity for Spain Fashion, ICEX’s division for the fashion sector. ICEX (Spain Export and Investments) is the institution that promotes the internationalization of the Spanish economy and companies, as well as foreign investments in Spain.
Spain Fashion needed a recognizable, scalable identity, so versatile as to reflect the heterogeneity and diversity of the Spanish fashion industry (which includes both haute couture and leather workers) and so transversal as to bring together the avant-garde and the transgression of the new creators, the power of the most consolidated brands and the tradition of the most time-honoured proposals in the sector.
The heterogeneity of the Made in Spain fashion sector becomes tangible in the letters that make up the naming Spain Fashion which, randomly, change their spelling for symbols set in ITC Zapf Dingbats.
To sustain this dynamic and diverse identity profile, typography was a key element. Vasava opted for the combination of two typefaces, a neutral grotesque sans serif, Neue Helvetica, and the other a handmade calligraphic typeface, Ogg, with which they built an aggressive contrast that fuses tradition and avant-garde.
3 Comments on “Spain Fashion”
The pixelated letters (F, S, N, A) appear to be using Neue Pixel Grotesk.
Thanks, Jay, looks good to me. Álvaro, can you confirm?
I can confirm Florian! Thanks Jay, it slipped my mind