It was necessary to be very clear in the visual message for Casa Flamenca, avoiding local symbols bacause the audience is foreign, for that reason I chose the most representative of flamenco, a guitar, with a very marked style, showing the strength and feeling of this art.
A color palette was chosen that represented the sentimental factor and the Hispanic culture linked to the art of flamenco.
Proposal presented for the new visual identity of "Casa Flamenca", an organization of events whose mission is to teach and preserve flamenco art, located in Albuquerque (New Mexico). In the initial proposals I wanted to follow a very expressive line in typography, to convey the passion and feeling of flamenco, but I had to take a step back, since the audience that is addressed is English-speaking and the priority was to communicate in a very clear and fast activity and shows.
For this reason, it was decided to use very identifying forms, without using analogies that could confuse the user. A guitar with very marked strokes and angles that transmit strength.
Colors linked to the passion and joy of flamenco and Hispanic history have been chosen, with the most exciting tone, red, against white and yellow having more weight.