Product details

This is part of a case series. The Palau de la Musica Catalana case is about the choice of a new logo for a top cultural institution in Barcelona in the aftermath of a major reputational crisis. Case A considers the organizational and strategic aspects of the decision. Case B covers the next logical steps: the operational communication, with an emphasis on graphic design. It aims to teach students the relationship between the textual elements of a brand strategy and the visual elements that are going to communicate this strategy. Most marketing assignments are always focused on textual material (eg positioning statement, bull-eye, brand identity prism...), but at the end of the day, professionals always work with graphic designers to translate these statements into something visual. The key issue here is a choice between two logos as part of a post-crisis rebranding. The Case A covers the crisis and the strategic part of the rebranding happening about 10 months before the present case. This second case is set later, when the agency makes suggestions of a new logo.