Club de Madrid

The Challenge: During my career at the Apple Tree agency, I was given the important task of rebranding the 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 very idea of the forum.

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

To maintain continuity with the Club de Madrid's previous visual identity, I started with the brand's previous iconic icon and the main color, maroon. The hoops of the original logo were stylized, lengthening them and balancing their weight distribution evenly. These adjustments not only improved legibility and modernized the shape of the logo, but also brought it closer to an architectural definition more representative of a contemporary forum.