Mucho creates sculptural Miró foundation identity based on a modular, typographic approach

We love a little Bauhaus-esque typography here at It’s Nice That almost as much as we love the work of one Joan Miró and 3D identity design. So Mucho’s new branding for cultural centre Fundació Miró ticked a few boxes for us, combining a sculptural approach to graphics with a symbol that manages to both be instantly recognisable and not obtrusive enough to detract from the client itself. According to Mucho, its brief for the project focused on two main objectives. “On the one hand it was key to generate a very recognisable and iconic symbol, avoiding the ‘Mirónian’ elements already present in the corporate identity of the foundation. On the other hand, we were asked for a campaign capable of relating the centre with the people of Barcelona, through relevant dates of the last 40 years.”

It took design cues from the Josep Lluis Sert-designed building that houses the centre, taking its skylights as a starting point for a typographical modular system. It’s a smart approach that looks great whether in huge 3D digits or on quieter touchpoints like stationery.