From February to November 2008, Spin and Proa work together to create the new image.

As part of its process of expansion and reopening of its building in La Boca, Buenos Aires, Foundación Proa also decided to renew its image and brand design. The goal is that the novelty of the building and its spaces are also reflected in a special branding created for this new stage.

Looking for an visually original idea at the same time be recognized both in Buenos Aires and elsewhere in the world, Proa made a detailed investigaition among the most recognized cultural branding referents of Argentina and the world, and decided that Spin, a prestigious multidisciplinary design studio in London was the best to develop the project. In 2001, Spin made the new image of the Whitechapel Gallery in London, a case that was an example in the international cultural branding for its flexibility and for reflecting the diversity of the scene of the arts center.

The common work between Fundación Proa and Spin started in january of 2008 and Tony Brook, the Creative Director of Spin and UK President of the International Graphic Alliance, interveined personally in every phase of the project.

From the beginning of the project, members of Spin and Proa worked in a permanent feedbak that started with an intensive and at distance briefing phase, that concluded with the visit of Tony Brook to Buenos Aires. In addition, they made interviews with the architects of Caruso-Toricella studio, in charge of building reform, and with the members of Proa Foundation, that defined the relevant points that drove and still make grow Proa this days.

The layouts were corrected and precised in order to the neeeds of the new identity, until the branding arrived to its structure, that took as its central part the elements that interact in Vuelta de Rocha, in La Boca. Nicolás Avellaneda bridge was also a part of this inspiration, specialy for the creation of a new typography. As Tony Brook say, the bridge “is such a powerful and evocative physical symbol of the area and Proa has maintained a close relationship with the bridge over the years reinforcing its cultural significance. It seemed a profound, unique and in many ways, natural choice”.

From these elements and as a central part of the new identity, an important stage of the new branding was to create a new font especially designed for Proa, that will be a central part of the pieces graphics, signage and the website. Proa font is original and exceeds the old logo because it has a systematic and contemporary visual language, and a flexibility that can adapt to an institution with the dinamism of Fundación Proa. In the case of graphic communiction, Spin developed a solid structure and at the same time flexible, with the new font also at first level.