Concept rebrand for the Museo del Prado

This self-initiated project explores a visual direction aimed at repositioning the Prado Museum for a younger, digitally native audience while respecting the institution’s cultural authority.

The challenge was to shift away from a corporate, institutional tone without compromising the museum’s historical weight. Rather than competing with the visual overload common to Gen Z digital spaces, the system focuses on creating contrast, using bold colour and graphic forms to reframe classical art as relevant, accessible, and engaging.

The identity is built around the geometry of the museum’s three main entrances, which informed the core visual structure. A vibrant, high-contrast palette was introduced in opposition to the traditionally muted tones associated with classical art, creating a clear tension between heritage and contemporary culture.

This project is an independent conceptual exploration and not affiliated with the Museo
del Prado.

A historic building with a statue in front, outlined with bright turquoise lines, at sunset with a pastel-colored sky.
A colorful grid of eight abstract designs, each with the text "Museo del Prado" in black, featuring vibrant geometric shapes and patterns in turquoise, yellow, purple, and white.
An art exhibition poster on a white wall promoting Bosch's artwork, with a bright yellow background, an image collage of Bosch's paintings, and purple text reading 'Get high by discovering the incredible Bosch's vision!' A small logo at the bottom left corner in blue and green says 'Museo del Prado'. There is a black stool on the wooden floor underneath the poster.
Two colorful museum advertisements on a kiosk at a city sidewalk, with ancient paintings and modern buildings in the background.
A person wearing a gray sweatshirt with a colorful patch that reads 'Museo del Prado' and smiling, showing their teeth.
Indoor museum exhibit signage with a digital display on the left showing an abstract design and a white informational panel on the right listing art periods and features with colorful graphic accents.
Colorful museum ticket with turquoise, yellow, purple colors, and barcodes, for Museo del Prado, with details about entry time and date.