The new image of Proa, developed with Spin of London, is now on the website of the studio, where the different proceses of that work are shown, from printed to online image.

Tony Brook, Creative Director of Spin and President by UK of the International Graphic Alliance, highlighted their interested in working with Proa because “in Proa, the directors and curators are visually aware, and they also understand fully that the Identity of an institution represents a focal point for the spirit of the place”.

Brook expresed that working in Argentina and La Boca was a particular process because of “an 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”.

Speaking about Proa typography, one of the most interesting parts of the new identity, Brook considered that “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”.