The Foundation’s core mission is to contribute to a better society by building knowledge and improving lives through a singular complex, able to combine the arts, beneficence, science and education in harmony with nature.

By respecting and celebrating the multiplicity of sectors within a singular-home-Foundation, the rethink of the original logotype challenged the understanding and conception of a mutable identity apt to combine flexibility, simplicity and dynamism by adequation to the surroundings.

The main logotype is composed by a wordmark and a monogram that represents the Foundation in a energetic and sharp manner. This typographic and pictorial language is used as a structure for the logo system assuring a bond between the different brand sections.

A series of glyphs were created to illustrate and represent the several areas and departments that constitute the Foundation. Based on the square shape, the glyphs searches for depth and meaning in their simple visual representations. A portrayal of complex ideas by a minimalist approach that trusts ambiguity to open up the system to diverse and individual interpretations. The glyph anatomy serves as a transversal genetic code that establishes and secures the original meaning to the shape.

When in absence of the glyph element, the Foundation is represented by the wordmark or lettermark in alliance of a dot. The Dot functions as an allusion for Calouste Gulbenkian himself, the glyph system, the monogram and what it represents.

 

 

If you want, you can check out my Medium post on this project explaining into more detail my research, thought and work process.

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