The naming design project had all the richness, passion and constant reward of a path shared with a team with such an amazing cultural background. We were looking for identity in its deepest, most essential sense. Global scale and local roots; conceptual depth and initial questioning; attractiveness and staying power… The list of needs, the requirements that we all built together, grew throughout the process, making it richer with each step we took. The result, “alttra”, is a name that speaks of alterity, of difference, of a desire for openness and abstraction, of a path that seeks to describe itself, avoiding direct references and foreign models. Integrating languages, phonetics and diverse territories without being locked up or excluded. A naming that defines a project that aspires to be “other”, not to look at itself in any mirror, to get out of what is defined, out of the established frameworks and spaces, as can be seen in the first artists and projects in which the institution is working Already. Leaning on a word with clear and deep roots but at the same time re-constructed to incorporate its own differences, such as the symmetry between its two central TTs.
The design of the corporate identity tried to take what was achieved with the naming process further, generating a visual universe that, based on the foundations of the minimum, would lay the foundations of a solid aesthetic territory, easily identifiable with the international artistic universe in the one who was destined to live together. Black and white, fonts in perspective, giving up aesthetic elements, crude typographical games, make up a language determined to show a different perspective, an open and moving space in which the voluntary scarcity of style is undoubtedly the great visual style proposal. of the project.
The result, a project identity that, in addition to being deeply defined by its content and its creators, is transmitted in a conceptualization of great capacity, defined, “sharp”, and clearly radical, capable of acting as a prestigious interpreter and excellence from its first steps.