Alicante Cultura changes its image and seeks a new “modern and innovative” scene

A brand “very more contemporary and dynamic“reflecting the council’s intention”openness to different ideas and culturesWith the main aim of “bringing cultures closer to more people, connecting where people are, moving forward by taking into account the past, evaluating the present and thinking about the future”.

For the mayor of culture, it’s a matter of “changing the brand and adapting it to the new path that the council has to take, make a qualitative leap in terms of own brand“To be the umbrella of all venues and to show up abroad,” he said. from now on we in another more modern and innovative stageThis change was made ‘not to stay as we are, but to be bigger’.

CulturalImage made by consultant and researcher cecilia martinhe is also responsible for the visual renewal and graphic designer of MACA. didak balesterIt responds to an “integrative” brand that fulfills the dual function of “connecting and owning the umbrella brand to all facilities and programs that are part of the Ministry of Culture”. a dynamic, young and acceptable identitywhich, as its creators attest, helps to make visible the cultural event that takes place”.

Cultural branding and branding expert Martin said it’s a study conducted based on an investigation based on “some conversations to find out about the current situation and where we need to go”. ICOM-MPR councilorco-founder of Lava Lab in Amsterdam for innovation in culture, design and technology. "These surveys rperformed by external agents, from cultural managers to visual artists, through cultural journalists and department staff”.

Then your design graphic identitystarting with the logo. Then came the preparation of the brand handbook, which Ballester had already coordinated and which led to numerous awards, and finally the design of promotional materials, specializing in visual identity projects, book design and packaging.

A sleepy and messy space

“When I entered 2019, I looked at the brand, it was a brand that had been functioning for a while, but it was a bit outdated for us.” Manresa Those who compare “How was the culture in the last parliament and how is it now?” There is an important difference between them. Indeed, he pointed out:budget almost quadrupled and we will continue to add so that this brand fits what we want for the city of Alicante”

“So far this culture recovery And now there is a new phase where the city is ready and growing to do great things”.

The mayor also took a step back on this issue. luis barcalaattended the launch ceremony. “When we entered the government, we found ourselves. a stagnant and messy space. So we started managing and today we finally present this new logo as we are used to in other administrations, not the other way around”.

Barcala said, “The new image is the result of the work done. we have The resources of the Ministry of Culture are multiplied by four. “This is not an empty intention or an announcement, it is dressing up the work that has been done so far,” he said.

The mayor emphasized Some transactions carried out under this authority The renovation of Espacio Seneca is like Alicante’s offer. The fit of cultural tourism, Future expansion of MACA or remodeling of Teatro Principal.

Member of the Assembly responsible for Transport and Environment also participated in the action. Manuel Villartogether with other members of the company, such as a councilor of Compromís, Rafael More, and a large number of municipal technicians.

Many pending issues

Just after the presentation, Rafa Mas said, “There are many issues waiting in culture.” And “Cigarreras closes on Sundays, no projects for La Británica, no central library, no study, closed libraries bunkers closed due to lack of personnel, abandoned San Fernando castle, pedestrian wall leading up to the ruined castle, 3 million euro theater paralyzedThe archaeological remains of Albufereta have been abandoned…”.