Tony Brook, Creative Director of Spin and President by UK of the International Graphic Alliance, was in Buenos Aires for Proa reopening and talked about the creation of the new branding of Proa, a process that he leaded in Europe with Proa team in Argentina.

Having experience working with the branding of other important cultural institutions, what was the challenge of working with Proa?

All cultural institutions have their own distinct way of doing things, their own personality if you like, therefore each commission brings fresh challenges. In Proa’s case the most unusual characteristics have been its extraordinary physical location in La Boca and the broad scope of art, from traditional and ancient to cutting edge and contemporary, featured in its programme. It was this unique combination of qualities that gave us a special set of circumstances to respond to.

Which are the stages needed to arrive to a new branding, specially in contemporary arts centers?

We have a very thorough process of research and consultation with staged creative presentations that we go through on all projects. This process is vital to us because each client is different and each project is unique. This difference is heightened in arts-based institutions because the directors and curators are visually aware. They also understand fully that the Identity of an institution represents a focal point for the spirit of the place.

Which aspects of La Boca, Buenos Aires and Argentina that you didn´t know before were new for you when you started working with Proa?

One of the most exciting aspects of this project has been getting to know La Boca and Buenos Aires better. We knew, of course, about Boca Juniors and that Buenos Aires is one of the world’s great cities. However, we had no idea about the rich history surrounding La Boca, the deep cultural sensibilities that are evident there and the unique feeling this produces. Nothing can measure up to experiencing the sights and sounds of a place, visiting Buenos Aries and especially La Boca has been a wonderful and inspiring experience.

Why did you finally choose Nicolas Avellaneda bridge as the main image to base the new branding?

Whilst the bridge provided the inspiration for the Proa typeface, it is important to note that the Identity isn’t a copy but a contemporary reading or abstraction of the bridge’s construction. Why the bridge? It 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.

Which is the most original aspect to define new Proa branding?

The most original aspect of the Identity is the way the letter forms are created by the strong grid system, they have a unique and sometimes quirky feeling that is instantly recognizable. The way the identity is applied is also groundbreaking. The combination of the unique physical form of the typography in conjunction with a flexible yet formal application makes for a strong and lasting International presence that has its roots firmly in the heart of La Boca.