Secretaría de Cultura de San Isidro
Visual Identity of the XXI Century for a museum of the XIX Century
/rebranding /visual identity /signage /merchandising
The Pueyrredón Museum is a place to peek into what life was like in one of the key places of the birth of the Argentine Nation. In that house San Martin planned the crossing of the Andes, Sarmiento worked his Presidency and great part of the life and of the leadership of the country happened through there and was portrayed by Prilidiano Pueyrredón, one of the most important artists of the SXIX.
Beautiful Land designed the new identity of the Pueyrredón Museum, at the request of the Ministry of Culture of the municipality of San Isidro. The logo and the signage seek to reflect the contrast of spying, with codes of the SXXI, the life of the SXIX. But it also seeks to convey a feeling that well summarizes Witold Gombrowicz.
“Between that house and me a very arbitrary relationship has arisen … Why precisely that house, among so many houses? Now that light, these bushes, these walls provoke in me a commotion and every time I come, an untold weight submits me. Why is that strange, strange, strange, white existence in this garden untimely and does not let go? As I walk away, there is more and more violently.”