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.