Plus
Menu
Futura
N/AJune 25, 2022
Mindsparkle Mag
Arbol is an advertising film producer based in Mexico City which offers production services led by several of the agency's creatives. It claims that creativity must add value to the space where culture and business come together. Futura was in charge of its visual identity and presentation.
The graphic proposal is based on the concept of symbiosis, represented graphically through data visualization. In this way, a system of color palettes was generated from the composition of the logo and the editorial. Arbol's logo is based on the typographic forms of the Plaque Découpée Univer, a system that consists of a universal stencil in order to be able to create all capital letters, lowercase letters, numbers, punctuation marks, accents, etc. The result is a sans serif typeface without any optical adjustment. On the other hand, the icon is based on the proportions and pure geometry of circles and straight lines of the monogram. It is represented by a tree with a round top and the design of the roots refers to the blocks of color. The editorial design is a balance between texts and color plates presented in parallel, resulting in a dynamic and constantly moving layout.
Creator: Futura
