Telefonica: ESPACIO FUNDACIÓN TELEFÓNICA

Credits & Description:

Advertiser: TELEFÓNICA
Agency: LAMBIE-NAIRN
Category: Public Spaces
Design Director: Fernando Sagastume (Lambie-Nairn)
Client Services Director: Gabriela Lijo (Lambie-Nairn)
Client Executive: Leticia Pardo (Lambie-Nairn)
Creative Director: Tim Simmons (Lambie-Nairn)

Client Brief Or Objective
Telefónica decided to create a cultural space within its historical headquarters that would be open and free to the public. The space would be a permanent home to Telefónica’s collection of cubist art, and an exhibition on the history of telecommunications. The space’s programme would be further supplemented by temporary exhibitions, talks and installations focusing on technology, art and photography. As Telefónica’s global branding agency, we were briefed to create the brand for this new Telefónica cultural space, including naming, visual ID, way finding, digital signage, uniforms and merchandising.

Implementation
Our first step was to name the space: Espacio Fundación Telefónica, an open, neutral and descriptive name that fit perfectly with the concept of the new space.For the visual identity we used Telefónica's bespoke typography in order to support brand continuity. The architecture and materials of the building that would house Espacio Fundación Telefónica inspired our colour palette. We also used existing Telefónica brand assets to create the wayfinding system using existing icons, typography and colours.

Outcome
Since the end of 2012, over 160,000 visitors have enjoyed the exhibitions and cultural programme of the Espacio Fundación Telefónica. This number has been well above expectations according to the director of Espacio Fundación Telefónica, Almudena Bermejo Sánchez.

Brief Explanation
Our primary challenge was to create a brand that would support and complement the space and ambitions of the project. The identity needed to sit comfortably both with the architecture of the space and the permanent and temporary exhibitions and events. As brand guardians to Telefónica, it was very important to us to relate existing Telefónica assets to this new brand in order to ensure brand consistency. At the same time, we recognized that this brand and its concerns were not identical to that of corporate Telefónica – this brand had to be different from, but not separate to, Telefónica.