This project involved the creation and development of a comprehensive institutional identity redesign for the Museo Benito Quinquela Martín, with the goal of updating its visual communication and enhancing the visitor experience.
First it was needed to work in the reconstruction of the museum’s identifying symbol, inspired by its historical elements: the initials of its name and the iconic screw-brush, a reference to the “Orden del Tornillo” (Order of the Screw) founded by Quinquela Martín in 1948 as an ironic tribute to boundless creativity, and the brush as a representation of color — one of the most distinctive marks of his work.
The redesign incorporated three complementary communication systems:
Institutional System: with the message “Art as a new horizon”, reinforcing the museum’s cultural and artistic identity.
The House Museum Opens Its Doors: focused on promoting internal activities and exhibitions.
The House Museum Reaches the Neighborhood: with the message “The reflection of the neighborhood”, strengthening the museum’s presence within the community and its historical surroundings.
Building on this conceptual foundation, a complete signage system was designed, both internal and external, to organize spaces and make visitor navigation easier. The signage was structured into categories: directional, informational, and point signage, implemented across all floors and areas of the museum.
The proposal also included a transmedia map for social media, adapting the visual identity to different digital formats, and a color-coded system to clearly differentiate floors and thematic areas of the building.
The result is a renewed identity that combines the museum’s heritage and symbolism with a contemporary, functional, and accessible visual language — improving visitor interaction while reinforcing the Museo Benito Quinquela Martín’s connection with its neighborhood and its people.