Naming and rebranding for Museu Terra, a project by the Carulla Foundation. Opened in 1988, the museum has evolved into a cultural center that preserves, generates, and shares knowledge. A space that promotes debate and reflection on sustainable social transformation from a rural perspective.
Inspiration
Visual concept
Visual reference
Visual concept
Visual reference
We drew inspiration from stratigraphic profiles, documents that reveal the arrangement of geological layers and the passage of time. From them emerges a visual language based on layering and sedimentation as a form of memory. The imagery is enriched with elements from the world of Catalan farming, connecting the identity with its cultural territory.
Identity
The logo emerges from a typographic composition that incorporates, within the name itself, the visual metaphor of strata. The combination of ABC Diatype and GT Alpina reinforces this reading: two typographic voices coexisting as layers of time within a single word.
Visual System
The identity is built around a graphic system that translates the idea of strata into a visual form: layers, lines, and overlays that evoke the earth, history, and accumulated memory. The typographic combination of the sans serif ABC Diatype with the serif GT Alpina creates a bridge between modernity and tradition, between the contemporary and the ancestral. Materials, textures, and a palette inspired by earthy tones reinforce the connection with the landscape.
Communication
The visual system not only reinforces the concept of strata, but also serves a practical function: organizing information hierarchically and separating content when needed. In this way, the visual identity not only communicates but also structures and facilitates reading, making the communication recognizable, clear, and accessible.
The Museum
We accompanied the museum in its transition from Museu de la Vida Rural to Museu Terra, a name change that preserves its essence and commitment to the rural world and sustainability, while adapting to new realities and perspectives on the territory.