IAAC

IAAC, the Institute for Advanced Architecture of Catalonia, partnered with Mucho to reinvent its brand and better align with its bold vision of shaping the future. The challenge was to transform IAAC from a traditional acronym into a dynamic standalone identity, “Advanced Architecture Barcelona” that embodies the spirit of experimentation, adaptability, and architectural innovation. Through a new narrative, flexible visual system, and generative tool, we empowered IAAC to prototype the future and inspire architects of change.

Services

Brand Identity Strategy Digital Visual Language Sound design Software Development

Industry

Education Architecture & Real Estate

The Challenge

IAAC, a pioneering institute in the field of architecture, needed a brand transformation that would align with its bold mission and future-oriented vision. The existing identity, rooted in an acronym, did not fully convey the dynamic nature of IAAC’s work or its ambition to shape the built environment through innovation. The challenge was to create a new brand that could embody IAAC’s spirit of experimentation, inspire a diverse range of audiences, and establish a unified presence that resonates on a global scale.

The Strategy

Mucho’s approach was to shift IAAC from an acronym to a standalone brand with a clearer descriptor: Advanced Architecture Barcelona. This strategic move positioned IAAC as more than just an educational institution, but as a hub for prototyping the future. We crafted a new narrative focused on inspiring “architects of change” and establishing IAAC as a leader in architectural innovation. The brand’s monolithic architecture was designed to unify IAAC’s various initiatives under a single, cohesive identity while maintaining flexibility to adapt to diverse communication needs.

The Solution

We developed a visual identity that embodies possibilities and experimentation, rooted in the concept that every prototype starts with a fundamental unit. Central to this solution was the creation of a generative tool that empowers IAAC to craft its own visual assets. This tool allows for the dynamic generation of graphics, animations, and other visual elements, embracing scalability and experimentation in a tangible way. By leveraging the tool, IAAC can create customised visuals that maintain brand consistency while adapting to different contexts and audiences.

The refreshed logo, new colour palette inspired by technology and nature, and updated typefaces make up a flexible and cohesive brand system. This approach allows IAAC to communicate clearly with various audiences. The new tagline, “Prototyping the Future,” encapsulates the institute’s commitment to driving innovation, while the generative tool ensures that IAAC’s visual identity remains as agile and forward-thinking as the projects it leads. The rebrand establishes IAAC as a global leader in advanced architecture, inspiring a new generation of change-makers.

Sound Design

We worked with Facundo Capece to create the sound of the logo using granular synthesis, reinterpreting audio by subdividing the image’s structure into sound fragments. This process breaks the audio into small segments, or grains, which are randomly repeated within a set timeframe, generating a glitch effect—an intentional sonic alteration rather than an error. To achieve a balanced and modern aesthetic, we integrated acoustic sounds that interact with digital elements, resulting in a unique and contemporary auditory experience.

Software Development

The generative tool at the heart of IAAC’s new brand was developed in collaboration with Fil Studio. Designed to embody the spirit of scalability and experimentation, the tool allows IAAC to generate dynamic visual assets, from graphics to animations, that adapt seamlessly to different applications. Fil Studio’s expertise brought the vision to life, creating a custom solution that empowers IAAC to maintain brand consistency while embracing flexibility. The tool enables IAAC to experiment with visual expressions, ensuring the brand stays agile and aligned with its forward-thinking approach to architecture and design.

Thanks to our collaboration with Mucho, IAAC has achieved two fundamental advancements. On one hand, we have developed a clear and powerful narrative that distills the essence of IAAC around the idea of “prototyping the future,” while preserving the richness and complexity of our diverse activities. On the other hand, we have translated this narrative into an advanced and radical brand identity, capable of capturing the multiscalarity, multidisciplinarity, and constant dialogue between the digital and the material that defines IAAC.

Daniel Ibañez - Director & CEO, IAAC