How to build a neutral and striking brand identity at the same time
When Recoveco, an event space located in the neighborhood of Letras in Madrid, was to open its doors, it launched a challenge to Fandom: can you make a brand identity that is neutral enough to host all kinds of events in our space, but striking and shocking at the same time? Fandom accepted the challenge and generated a visual system rich and suggestive combining the two requests of this space. In a short time, it has become one of the most dynamic and attractive event rooms downtown Madrid.
A new event space in Madrid
In the heart of Madrid, in the Barrio de las Letras, next to the Spanish Parlament and behind some of the most important museums in the world (Prado, Thyssen, Reina Sofía). This is the location of Espacio Recoveco, a venue for all kinds of events born in 2016. To create this new brand, this young company worked along with Fandom and brought to the table the following challenge: a new brand that answered to the personality of the company’s management, was striking, and at the same time, was neutral enough to host all kinds of brands and activities.
Volumes and voids
For Recoveco’s logo and visual system, Fandom took as reference the sets of volumes that exist in the property located in the center of Madrid and to that, it added the idea of a neutral identity that allows to be completed by those who will rent the space.The result is a logo that combines two empty rectangles with a square filled with colour and a typeface in which some letters are cut in half so that the reader completes the name of Recoveco. Just as the space is completed with the activities that are housed inside.
OTEIZA Y CHILLIDA
A search for referents in the Basque School of SculptureThe game of spaces, forms, volumes, incomplete lines, outlined traces, etc., has a lot to do with the artistic works of the so-called Basque School of Sculpture, especially its two greatest exponents: Jorge Oteiza and Eduardo Chillida. Both were joined (although personally they didn’t agree with much) by non-figurative approaches on their sculptures, with games of impossible volumes and dynamic balances of geometric shapes.
The visual identity of Espacio Recoveco has as its central point the geometric shapes of the place where this event room is located. From the space plan, a logo was created with a clear architectural inspiration. On one hand, it played with volumes and straight lines, and on the other hand, with the empty spaces of the typography.
Versatility and dynamism
The basic colors of the logo are white and black, but the communication needs of any brand today require flexible identities that can generate positive impacts at many levels. That is why several versions of the logo were thought for Recoveco. They didn’t use black and white colours but an intense and electric chromatic range and an iconography inspired by the typography of the logo and the space volumes.
This way, Recoveco’s visual identity is a clear commitment to the solidity and rotundity of the basic shapes combined with a fresh and dynamic vision of the typography with incomplete letters and powerful and striking secondary colors. The Visual Identity of Recoveco is, as the brand, versatile, blunt, dynamic and, at the same time, discreet and concise.
A newcomer who becomes a referent
Espacio Recoveco is a brand with a new arrival in the event room’s sector and it has managed to quickly consolidate as an alternative. This happened thanks to the charisma and originality that comes out of its proposal. Recoveco’s identity developed by Fandom has meant, according to its owner Elisa Sanabria, “the impulse to reach many clients when you have just been born but you already have a presence thanks to the logo, stationery, web and texts that explain well what you do”. Patricia Martín, the other co-founder of the project, summarizes the work of Fandom assuring that “Definitely, the note is: many cool things.”