Club de Madrid

Brand Identity · Art Direction

Brand identity for Club de Madrid, the world's largest forum of democratic former presidents.

Client: Club de Madrid
Services: Brand Identity · Art Direction
Agency: APPLE TREE
Link: Visit Club de Madrid ↗

The Challenge

During my time at APPLE TREE, I worked on the rebranding of Club de Madrid, the world's largest forum of democratic former presidents. The challenge was to reposition the brand within a contemporary visual context without losing sight of its essence, its message and the idea of the forum itself.

The Solution

In response to Club de Madrid's needs, I developed a complete visual communication system, starting with a comprehensive refresh of the logo. The result was a distinctive and solid emblem, accompanied by a visual system that brings the brand's communications together within a coherent and representative framework.

To maintain continuity with the previous identity, I started from its iconic symbol and main colour, maroon. The hoops of the original logo were stylised, lengthened and balanced in weight. These adjustments improved legibility and modernised the shape of the logo, while bringing it closer to an architectural form more representative of a contemporary forum.