Gutiérrez brings Museo del Prado into 21st century

One of Spain’s major cultural attractions, the Museo Nacional del Prado in Madrid, this week unveils an extensive new wing, as well as refreshed branding by Studio Fernando Gutiérrez.

The extension, designed by Pritzker Prize-winning Spanish architect Rafael Moneo, will double the museum space, providing a new gallery, storage facilities and an auditorium.

The updated branding, which includes a new marque, is intended to reflect a more professional image that will attract commercial sponsors and raise funds for temporary exhibitions, allowing the museum to compete on a global stage, according to Fernando Gutiérrez.

Gutiérrez, who won the business while he was a partner at Pentagram, was given a brief to bring the Prado into the 21st century, as well as bring its art closer to the general public. Perceptions of the museum, says Gutiérrez, have previously had more in common with cathedrals than art galleries.

The logo and brand style aim to reference the heritage of the painting collection and its context in the present day, with contrasting serif and sans-serif typefaces. ‘Monochrome and a stark use of photography creates clarity,’ Gutiérrez adds.

Studio Fernando Gutiérrez created signage, a navigation system and advertising, plus a magazine for the museum. It also worked with the museum’s in-house team on exhibition campaigns and its website,

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