CLIENT:

Calouste Gulbenkian Foundation



TASK:

Brand Redesign



Calouste Gulbenkian was a philanthrope, a petrol magnate, art collector and businessman of Armenian origins.

His strong connection to the human condition and universal values led his foundation to be build upon the pillars of respect for humanity, intellect, diversity and the environment.

In accordance with a clause on his testament and by respecting his wish, the Calouste Gulbenkian Foundation was born in 1956, destined to assure a legacy that would travel generations.


THE PROJECT



This project is a rebrand exercise and case study explaining the conceptualization, thinking process and development of a logo system for the Calouste Gulbenkian Foundation.

The Foundation’s core mission is to contribute to a better society by building knowledge and improving lives through a singular complex, able to combine the arts, beneficence, science and education in harmony with nature.

By respecting and celebrating the multiplicity of sectors within a singular-home-Foundation, the rethink of the original logotype challenged the understanding and conception of a mutable identity apt to combine flexibility, simplicity and dynamism by adequation to the surroundings.


THE LOGO SYSTEM



The main logotype is composed by a wordmark and a monogram that represents the Foundation in a energetic and sharp manner. This typographic and pictorial language is used as a structure for the logo system assuring a bond between the different brand sections.


A series of glyphs were created to illustrate and represent the several areas and departments that constitute the Foundation. Based on the square shape, the glyphs searches for depth and meaning in their simple visual representations. A portrayal of complex ideas by a minimalist approach that trusts ambiguity to open up the system to diverse and individual interpretations. The glyph anatomy serves as a transversal genetic code that establishes and secures the original meaning to the shape.


When in absence of the glyph element, the Foundation is represented by the wordmark or lettermark in alliance of a dot. The Dot functions as an allusion for Calouste Gulbenkian himself, the glyph system, the monogram and what it represents.


GLYPH COLOR CODE



The color scheme is divided in four categories that represent the four areas that the Foundations can be divided in: Expression, Exploration, Contemplation and Convergence. Each category has two complementary subdivisions that share the same palette colors in opposite composition.



AUDITORIUM



The auditorium glyph represents union and wonder for the performing arts. This symbol is shaped as what can be seen as a anfitheatre and a magnet. The Dot is located at the center as it is the focal point and motive of this gatherings.



MUSIC



The music glyph is a picture for harmony, expansion and multiplicity. The tuning fork shape works as bifurcation representing musical diversity, its evolution and distinctions. The Dot is located at the center, where the produced pure tone would resonate.



ART LIBRARY



The art library glyph is a representation of written knowledge. The symbol is a continuous line that forms what can be seen as a book or a pen nib. The Dot is located at the beginning of the line since it is the origin of this written knowledge.



SCHOLARSHIP



The scholarship glyph is a picture for audacity, opportunity and discovery. The caravel is a reference to the Portuguese discoveries and the Dot is placed up front as a statement for courage and initiative.



MODERN ART CENTER



This glyph is a symbol for defiance and experimentation. The square shape serves as a frame for the picture of a submerged Dot. The diagonal line is water that renews and transforms by challenging the laws of gravity.



GARDENS



This glyph is a symbol of unity between human and nature. The curved line is the organic element representing nature with the reference to a half leaf. The other half is a right angle that represents what is human-made, the garden. The Dot is located outside the shape as a spectator.



MUSEUM



The museum glyph is a representation of time inside a building. The infinity symbol is a similar to an hour glass being topped by a roof. The Dot is located at the center of the shape as it is their own creations being displayed inside.



COFFEE & SHOP



This glyph joins the shapes of a cup of coffee and a shopping bag.



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