More Than a Brand
There are few words capable of evoking the boundless flood of resonances that are unleashed merely by mentioning the Mediterranean. We are Mediterraneans, and as such, our nourishment consists of images, sounds, flavors, scents, words, and dreams that we share genetically and culturally.
Alberto Corazón
Alberto Corazón Climent needs no introduction. Logos of Spanish institutions and companies such as the National Library, Casa de América, Ministry of Health and Consumer Affairs, Junta de Andalucía, Autonomous University of Madrid (UAM), National Company of Classical Theatre, ONCE, Paradores, Renfe Cercanías, SGAE, Centro Cultural de la Villa de Madrid, etc., owe their fame to this magnificent designer, photographer, sculptor, and painter born in Madrid on January 21, 1942.
In November 2006, Alberto Corazón was admitted to the Royal Academy of Fine Arts of San Fernando, creating the discipline of designer. He has also been awarded by the Art Directors Club of New York, the British Design, and the Design Council International. He won the National Design Award in 1989 and received the Gold Medal from the American Institute of Graphic Arts.
Additionally, it is worth noting that Alberto Corazón has written and published several books related to graphic design, such as “The Evolution of an Alphabetical Pictogram,” published in 1985. He has also been the President of the Art and Law Foundation, dedicated to the dissemination and defense of copyright and visual creators.
In the process of creating our logo, the artist delved into the roots of our civilization through Phoenician script and concluded his journey with Roman lapidary alphabet. The union of both scripts allowed for a global reading of Mediterranean origins, returning once more to a cross-border and cross-cultural community.
Moreover, ornamental topography was the process employed by Corazón for the design of the Casa Mediterráneo symbol, starting from naturalness and abstraction to visualize a graphic frontier space, like the Mare Nostrum basin.
The fusion of both elements enabled Corazón to create an identity that encompasses our purpose: to be a space for exchange for all Mediterranean cultures.
Logo and its Evolution
The Symbol
The extraordinary amount of iconographic resonances attached to MEDITERRANEAN compelled us to refer to a graphic frontier space between natural and abstraction, between icon/sign.
We found it through a process of ornamental topography.
Iconography
One of the characteristics of Mediterranean cultures is the richness of their iconographic repertoires.
We aim to reflect this variety as the graphic support for each of Casa Mediterráneo’s activities, paying special attention to the historical repertoires of popular cultures.
