Brand identity: Museo Parhaus

Concept and narrative approach

ParHaus is a contemporary figurative art museum focusing its programme on works that approach everyday life with a sensitive, poetic gaze. The visual identity is developed from that conceptual premise, building a graphic system that moves between the order and chaos of daily life, with an aesthetic that feels warm, close and contemporary.

The design revolves around a very specific visual symbol: the adhesive note. Inspired by the idea of stickers as elements that simultaneously organise and disorganise — they mark, interrupt, classify or decorate — the graphic system uses this device as a lead motif, creating formal contrasts over a solid, restrained typographic base. Compositions play with deliberate overlaps and elements that step on headlines or images, generating visual tension without breaking the overall harmony.

VISUAL IDENTITY AND AESTHETIC REFERENCES

The colour palette is built around three main colours: black, providing structure, depth and restraint; beige, which adds warmth and neutrality; and a soft blue, bringing clarity, calm and a contemporary touch. The combination creates a recognisable, considered and versatile atmosphere, perfectly aligned with the museum's spirit.

For typography, the system pairs a classical serif (Adobe Jenson Pro) with a modern sans serif (Acid Grotesk). This duality balances tradition and modernity, adding rhythm and graphic flexibility. The serif lends elegance and a connection with art history, while the grotesque reinforces the museum's contemporary, functional and adaptable character.

During the design process, contemporary artists such as Enes Dirig, Tanguy, Tito Merello and Chamo San were studied. Their work — focused on everyday scenes and intimate narratives — served as a direct inspiration for the museum's visual sensibility. The poster for the exhibition "Miradas Latentes", for example, distils the project's full visual language: the blue note with the ParHaus wordmark, a well-structured typographic hierarchy, and an illustration that captures a moment suspended in time.