MACCO
Visual identity proposal for the Museum of Contemporary Art and Oaxacan Cultures. The modular monogram takes the stepped geometry of Oaxaca's visual tradition and turns it into a flexible system for a contemporary museum.
- Client
- MACCO, identity proposal
- Sector
- Culture and museums
- Location
- Oaxaca, Mexico
- Scope
- Visual identity, monogram, patterns, signage, stationery and merchandise
Context
A museum that brings together contemporary art and Oaxacan cultures needs an identity that holds both at once, without resorting to decorative folklore or rootless abstraction.
Strategy
The proposal starts from the stepped geometry of Oaxaca's visual tradition. The letters M, A, C, C and O are built on a single grid and stacked inside a rhombus that works as a monogram.
Visual identity
The monogram repeats to form patterns in black, green and magenta, and comes in single-colour variants for light and dark backgrounds. A sans serif carries the museum's full name in a stepped layout.
Touchpoints
Reopening billboard, banners, stamps, badges, tote bags and mugs. Each piece shows that the system stays legible at any scale.
Project gallery
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