Info
move donostia museo leku branding chillida design cabecera spaces

Chillida Leku

A year ago, this magical place where nature, sculpture, music, flavours and aromas come together, a space that houses the work and essence of one of the greatest artists of our time, Eduardo Chillida, was reopened to the public. When we were asked to take part in this project in move, we knew that this was going to be a great challenge and a unique opportunity. With respect for the essence and roots, this was an exercise in transformation, revitalisation and updating of the brand, which was previously called "Museum" and now claims the concept of Leku, space in Basque, as the confirmation of the experience that is lived in this place and recognition of its creator.

digital leku museo history move 01 culture chillida branding
03 leku digital culture move history museo branding chillida
culture museo 02 branding digital history move chillida leku
history 04 digital move culture chillida leku branding museo
move digital branding history 05 culture museo leku chillida
leku history culture move museo 06 branding chillida digital

Building the new brand

After analysing the new territory and the reasons why the previous brand had to be modernised to adapt the brand to the 21st century, we drew up the "rules of the game" that will govern all our decisions. Working on a brand that contains a work of art by an artist we admire is both an exciting challenge and a great responsibility. We have to make sure that the artwork is respected and breathes well, but also that the typographic part is balanced, works well at different sizes and in different versions.

In the execution we are clear that it is good to avoid adding anything out of the essential that could confuse or detract from the work. We also removed all uses of the mark that did not preserve the work as it was originally conceived, eliminating more arbitrary uses such as positive/negative.

culture move chillida 01 museo branding leku digital reglas
leku cita branding chillida culture move digital museo eduardo 01 chillida leku cita museo branding chillida digital 02 culture chillida move eduardo
digital culture branding animacion leku chillida move museo logo

Brand - place - concept

We decided to remove from the brand all explanatory headings indicating that it is a "museum", which makes it less international and because the concept "Leku", which means "place" in Basque, has a greater resonance. Also because Chillida Leku is a unique enclave and is much more than a museum. It is the place that the artist fell in love with at first sight, the place where he decided that his works should rest. If all of us who do not speak German have ended up knowing what "kunst" means, for example, it seems to us an equally interesting discourse to tell visitors what the word "Leku" means in Basque and what this place meant for the artist's work and career.

chillida leku ingredientes branding graphic move reglas system 1
adaptable move responsive elastic graphic leku branding chillida 1 system

Elastic system

One of the objectives of a cultural space is to communicate in many different media and formats. Therefore, from the beginning we thought of a recognisable system that would be able to respect the images (because many of them will contain artwork) without altering them too much and that would adapt to the different supports in size and proportion.

Following these ideas, we also gave the brand a certain "elasticity" so that it could adapt well and communicate correctly in all these media.

visual museo leku culture move digital branding logotipo chillida sistema
museo culture digital imagen leku proceso trabajo de move branding chillida
imagen branding move chillida leku museo desplegable digital culture
leku branding museo dipticos chillida digital imagen move culture
imagen leku chillida museo branding culture move digital revistas
digital leku revistas culture branding museo detalle imagen move chillida
branding banderolas chillida move culture leku imagen digital museo
branding move culture digital marquesina imagen chillida leku museo
rafa merchandising gorrotxategi museo culture imagen move leku branding digital chillida
move leku merchandising culture chillida digital imagen branding museo
museo digital move merchandising chillida leku imagen coleccionable culture branding
guia culture leku marca de branding chillida museo digital 00 move
01 de marca branding digital guia move leku chillida museo culture
02 museo digital de leku marca culture guia branding chillida move
guia museo branding marca leku digital move de chillida culture 03
06 museo de marca branding culture guia digital leku chillida move
move guia culture digital chillida 07 museo branding leku marca de
digital culture chillida 08 leku branding de museo guia move marca
culture digital de marca leku 09 guia chillida museo move branding
marca move leku digital branding 10 chillida culture guia museo de
guia branding leku marca museo move chillida digital 11 culture de
culture 12 leku guia move 1 digital museo chillida marca branding de
de branding museo digital chillida culture move guia 13 leku marca
culture guia museo move branding leku marca digital chillida de 14
museo culture chillida guia 15 branding move leku marca digital de
culture marca guia museo de 16 move leku branding chillida digital

Space-integrated signage

Another fundamental aspect in conveying the brand values and communication is the communication in the space. The maxim continued to be that the signage system should respect the work and be integrated into the natural environment, maximising legibility and minimising the impact on the space.

For the development of the icons we based ourselves on the use of the gnomon, a fundamental characteristic of Eduardo Chillida's work, the "almost right" angle, but not completely straight, which gives the graphics a more organic appearance.

branding museo animacion bocetos chillida digital culture sen_ale_tica move leku
move branding signal senaletica digital museo naturaleza chillida culture 01 2 leku
leku chillida branding senaletica move 02 digital signal museo culture naturaleza
culture digital signal 1 branding chillida museo senaletica naturaleza leku 03 move
leku senaletica culture branding signal move digital chillida naturaleza museo 04
museo culture 05 branding senaletica naturaleza digital signal leku move chillida
museo signal 06 naturaleza chillida branding leku move senaletica culture digital

The re-launch of the Museum has been enthusiastically welcomed by local and foreign audiences alike. Since its recent opening, the museum has not stopped receiving visits and international interest is growing, which has been recognised with its inclusion in the list of the "100 most interesting places in the world" published by Time.

The new Chillida Leku brand is more international, more solid and better prepared to communicate in digital terrain. The new graphic system supports the great work done by the family, the new management team and Hauser & Wirth. The message and contents reach their destination better, which has resulted in an increase in visits and improved brand positioning in the digital field.

chillida media culture branding website leku digital social move museo 01
social branding 02 museo leku chillida website media culture digital move
website museo culture media move leku 03 branding social digital chillida
social chillida museo move website digital leku media culture branding 04

Gastronomic space

In this new phase, the Museum is opening Lurra Cafe, a gastronomic space that highlights its interaction with its immediate surroundings. Its name (which means "land" in Basque) refers to the series of "Lurras" developed by the artist and is directly linked to this spirit of closeness that governs the space.

In order to give it a certain identity, a new brand was created that uses the corporate typography and is based on the graphic and communication system of the entire Museum. This sub-brand draws a graphic system divided into different lines that we have used for all the pieces in the space: letters, business cards, posters, menus for events...

culture marca espacio move branding chillida leku gastronomico 01 lurra digital museo
branding espacio 01 lurra gastronomico move chillida digital culture piezas leku museo
branding chillida digital culture museo 02 piezas lurra espacio gastronomico leku move
03 branding lurra museo digital gastronomico leku move chillida espacio piezas culture
museo lurra leku espacio gastronomico move 04 branding culture piezas chillida digital
culture gastronomico move lurra branding 05 piezas museo leku chillida espacio digital
branding digital move culture piezas leku museo chillida 06 espacio lurra gastronomico
move culture museo website panoramica museo leku branding chillida imagen digital

A great project, with a great team

Chillida Leku is a transversal project that has touched many fields within design and strategy: branding, naming, graphics, intervention in the space, decoration, communication, digital...

For -move one of the most satisfying parts of the project has been the good experiences lived with the many parties involved in its development: the new management team, the Hauser & Wirth team, the Chillida family, the architect Luis Laplace and his team, Fede Pacha and the staff of the gastronomic part, the company Acerca specialising in art communication, Lorea and Druck who have materialised our ideas by producing the printing and signage pieces and Alex Iturralde who has taken some wonderful photographs.

Historical images, content images and images of the restoration space:
© Zabalaga Leku. San Sebastian, VEGAP, 2019. Succession of Eduardo Chillida and Hauser & Wirth.

Images of work and space by:
Alex Iturralde.