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IVAM recovers the essence of Andreu Alfaro in the renewal of its visual identity
The new corporate design, created by the Valencian studio Democracia, updates the museum's image and returns prominence to the historic 1987 logo as a symbol of its permanent collection.
The Valencian Institute of Modern Art (IVAM) begins a new stage in its visual communication with the presentation of a renewed corporate identity that looks to the future without renouncing the memory that has defined the museum for almost four decades. The project, developed by the Valencian studio Democracia, will be progressively implemented in all areas of the museum, from communication media to signage and the relationship with the architectural space.
One of the most significant gestures of this renovation is the recovery of the original logo created in 1987 by the Valencian artist Andreu Alfaro. This iconic image, inspired by the essential gesture of a pictorial stroke, now becomes the emblem of the IVAM's permanent collection, vindicating the strength of a design based on synthesis, minimalism and the ability to express an idea with the maximum economy of forms.
The director of the IVAM, Blanca de la Torre, has stressed that this transformation does not represent a break with the past, but a contemporary reinterpretation of an identity that is part of the Valencian cultural heritage. According to the director, the recovery of Alfaro's graphic legacy allows for a dialogue between the history of the museum and the new cultural, social and environmental challenges of the present.
The first IVAM logo was born at a key moment for Valencian culture. During the 1980s, Valencia experienced an intense process of artistic and institutional renewal that turned graphic design into a fundamental tool for modernization. In this context of change, the museum emerged, adopting Alfaro's proposal as a symbol of a new cultural sensitivity.
Now, nearly forty years after the creation of that founding image, the IVAM is updating its identity to project itself as a more open, contemporary institution connected to the challenges of the 21st century. The new image of Democracia thus establishes a bridge between tradition and innovation, between the museum's graphic memory and its constant desire for transformation.
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