Expo 2023 Buenos Aires Branding and Visual Identity

In November 2019 Stato ® delivered a proposal for the Expo 2023 Buenos Aires branding and visual identity contest. The concept & theme of the event we worked on was science, innovation, art and creativity for human development. Creative industries in digital convergence.

As the first approach to the global concept of the “Expo 2023” branding, the designers took the figure of Anni Albers (Germany, 1899-1994), since it embodies the spirit of the Bauhaus and its ideology: that of bringing art and design closer to all the population. The strong conviction of incorporating modern graphic language into traditional practices is highlighted, in order to claim minor orders such as textiles and printmaking in both manual work.

As a second approach to Argentine art and design, they did an investigation around Tomás Maldonado (Buenos Aires, 1922-2018) and Lidy Prati (Resistencia, 1921–2008), as fundamental figures of the group of concrete artists, designers and theorists of both fields, who proposed -recovering the Bauhaus guidelines- a vision of man in intimate relationship with art and art. design, taking into account all variants of knowledge: science, thought, perception, form, space and time.

Some of the works of both Albers, Maldonado and Prati, were key triggers in establishing the guiding idea of the graphic system. Whether textiles, paintings and designs were essential to find the morphology that could communicate the values of the event: that as humans we are all creative and able to imagine solutions that impact the lives of people and communities.

For the development of the graphic brand and type system, Stato ® designers were inspired by the work of Wim Crouwel and its parametric alphabets from the mid-60s and we took influence of the projects of the Department of Graphic Design and Photography of the DiTella Institute, created in 1963, led by Juan Carlos Distéfano and witness to the work of Rubén Fontana and Carlos Soler, among others.