The project aims to redesign the visual identity system of the Coordination of Art and Culture of the Ibero-American University of Mexico City, an area that encompasses various spaces and activities aimed at the entire university community. The proposal seeks to connect with different audiences, with a special emphasis on students, so that they take ownership of the services, activities and spaces available, promoting active participation and interaction with their cultural environment.
The central concept is disruptive and challenging compared to traditional university canons: a vibrant, contemporary and provocative visual identity, which breaks with the status quo and reflects the dynamic essence of the Ibero. To achieve this, geometric figures (circles, triangles and rectangles) are used that provide dynamism, flexibility and versatility, allowing adaptation to various media and communication formats, from posters to digital platforms. The selected color palette, which includes pink, blue and red, harmonizes with the institutional color, generating striking but balanced contrasts, and creating a visual identity that is modern and easily recognizable.

Four pictograms were also developed to represent the university’s most emblematic places, helping users to visually associate each space and strengthening the community’s collective memory and identity. These pictograms also allow for easy navigation and orientation within the institution. The serif typography provides a touch of formality, suitable for the academic environment, while its versatility allows it to adapt to different media and applications.
The proposal seeks a constant and versatile rotation of visual information, allowing content to be updated without losing the graphic essence of the design. This flexibility is key to keeping the visual identity of the Art and Culture Coordination dynamic and constantly evolving, aligned with the changing needs and cultural trends of the university community.