The challenge of this project was to rebrand the Casa da Múscia logo, done by Sagmeister & Walsh. Casa da Música being an iconic building projected by Rem Koolhaas has a big influence in its brand. However I decided to take the challenge of rebranding the logo without connecting it to the building's architecture, as the point was to underline the new programs and activities of the institution and the current financial status of the country. Therefore a new, sustainable brand had to be created.

 

The solution was to resort to a modular logotype based on the music score lines and the the zoom of a digital sound wave, which translates to a pixel dots and not a continuous wave. With that four auxiliary generative marks were created for each main area of the institution - Music, Shows and Theather, Events and Educational Service. Every time the mark is generated it is unique by randomness.

A book was created with the investigation and conceptualisation of the brand.

The book is currently in the archive of the Science and Technology Faculty of Coimbra University for 10 years.

These are some samples.

Posters of each of the main area where the institution acts show the different generative marks and how they can be applied as an auxiliary to the logotype.