Play in Spain
Government project on the games industry
Description
Play in Spain is the brand with which AEVI, the Spanish Video Games Association, faces the challenge of showing its consolidated and attractive Spanish digital, technological and video game ecosystem. It presents Spain as a benchmark destination for investment in video games.
We approach the Play in Spain brand by appealing to Spain's tradition and history, the network concept and scalability.
We are seeking recognition of the country in international circles that avoids hackneyed folkloric clichés. The tile is taken as a minimal element, just as the pixel is in the digital world.
A metaphor for the network of jobs, studios and people that make up the Spanish videogame ecosystem. A single pixel or tile in isolation is anecdotal, a group of them becomes a project.
Decorative motifs of traditional Spanish tiles are converted into a symbol of modernity. A responsive and flexible branding system, versatile and variable. Project team: Dani Lucas, Anna Pielecka and Vanesa Fernández.
More: https://selectedinspiration.com/community/project/play-in-spain
Goal
Creating a visual combination of tradition, modernity and national identity.
Main take aways
The challenge of working with a sensitive subject such as a country's symbols and stereotypes, e.g. using a bull would be a major faux-pas.
Working for a governmental unit of a large country.
Focusing on the meaning and substructure of the sign.
