art madrid is one of the contemporary art fairs held in madrid every year and that edition after edition is growing in prestige and relevance.
the razonable work consisted of creating a visual identity that would have enough personality to achieve recognition and at the same time not compete with the art, which is the true protagonist of the event. to a certain extent, the role of this visual identity is equivalent to that of the frame for a painting: to highlight it without conflicting with it.
for this we created a simple black and white logo that only has a touch of color in the number that indicates the year of each edition. the proposal is that this color will vary year after year to convey continuity and evolution at the same time. an exclusive numeric typography was designed so that this function could be carried out with the brand's own personality. the system is developed with the application of a thin black line that runs through all the pieces as a thread that inherits its soft curves from the shapes of the logo.