“España Cultura Viva” is an initiative promoted by the Government of Spain to strengthen the international projection of Spanish culture. Conceived as a cultural brand for international cultural action, it aims to showcase the diversity, quality, and global connectivity of Spain’s cultural and creative industries.
After being selected as the winners of the competition promoted by Acción Cultural Española (AC/E), we developed the naming, visual identity, and graphic system for this initiative, designed to support cultural programmes, activities, and collaborations in international contexts.
A Culture in Motion
Within the framework of the Plan Nacional de Acción Cultural en el Exterior 2026-2028, the challenge was to create a shared identity capable of bringing coherence to a broad and diverse ecosystem without losing its nuances or distinctive qualities.
The idea of Cultura Viva emerged as the project’s strategic synthesis. It reflects a way of understanding Spanish culture as a reality in constant transformation, shaped by heritage and contemporaneity, transmission and innovation, the local and the global.
The tagline “España Cultura Viva” works as a direct, memorable, and easily recognisable expression in international contexts. Keeping it in Spanish turns the language itself into a cultural asset and reinforces its capacity for international projection.
An Identity that Radiates
The visual identity is built around a highly iconic symbol: the C of Cultura, transformed into a circular and essential form that serves as the core of the system.
From this starting point unfolds a flexible visual language based on ideas of expressiveness, dynamism, rhythm, and expansion.
The result is an open and contemporary identity that radiates from a shared core: a recognisable sign capable of connecting stakeholders, audiences, and territories, while projecting the richness and diversity of Spanish culture with quality, rigour, and warmth, making the creative strength of Spanish culture visible around the world.
The colour palette combines the energy and magnetism of red with the precision of black and the luminosity of yellow, creating a contemporary visual system designed to represent Spanish culture in all its breadth.
Projecting Spanish Culture to the World
The identity was officially unveiled at the Instituto Cervantes in Madrid during the launch event of the Plan Nacional de Acción Cultural en el Exterior (PNACE) 2026-2028, chaired by Prime Minister of Spain Pedro Sánchez alongside the Minister of Culture, Ernest Urtasun, and the Minister of Foreign Affairs, José Manuel Albares.
A cultural branding and visual identity project conceived to support the international presence of Spanish culture and strengthen its ability to connect with audiences, institutions, and territories around the world.
Credits:
Francisco de Goya – Escena de capricho, Ciutat – Justo al otro lado, Daniel Riera para Pedro García – Mallorca, Maria Arnal – QUE ME QUITEN, Silvia Pérez Cruz, Rita Payés, MARO – Estrelas e raiz, Francisco de Goya – Perro semihundido, Vera GRV – CURA PA MI ALMA, Estibaliz Urresola – 20.000 especies de abejas, Joaquin Sorolla – Idilio en el mar, ZETAK – ARALARKO DAMA, La Veronal – Sonoma, Francesc Català-Roca – LA VÍA LAYETANA ENTRE LAS CALLES JUNQUERAS Y CONDAL, Pedro Almodóvar – Volver, Variaciones Dalinianas, NODO. NOT N 779B, Filmoteca española, Antoni Tàpies – Creu i R, Cristina García Rodero – España oculta (1989), Diables Vilanova i la Geltrú, Yerai Cortés – Sonar por Bulerías, Ballet Flamenco de Andalucía, Francisco De Goya – El tres de mayo de 1808, John Trumbull – Declaration of Independence (1819), Dibujo y grabado de Miguel de Cervantes. Valencia. Luis Gasca Collection., David Bestué – Pajarazos (Museo Patio Herreriano, Valladolid 2023), Reunión de socias del Lyceum Club Femenino.