MADRID, SPAIN.- Last December, the State Corporation for Spanish Cultural Action Abroad (Sociedad Estatal para la Acción Cultural Exterior de España SEACEX) announced a competition to change its image. The competitions winning image, developed by Mario Eskenazi (National Design Award 2000) tries to be consistent with the overseas promotional work carried out by SEACEX in the field of Spanish art and culture.
The new design uses the SEACEX acronym as the brand logo, avoiding diverse elements being superimposed. The new image is more in line with current design trends on visual identification. With fewer elements than the previous one, it has greater retention capacity.
The relationship with Spain is communicated by analysing the regional flags, unifying their colour range (blue, red, yellow, green, black and purple) and assigning a colour to each letter.
According to Mario Eskenazi, the new brand connects SEACEX to exportation. It is not for nothing that this body takes care of exporting culture thanks to using letters that resemble the classic templates for marking packaging.
The entire progress of the project can be followed on the SEACEX website www.seacex.es