Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

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.

Teaching and learning

This item is suitable for postgraduate courses.

Geographical setting

Region:
Europe
Country:
Spain
Location:
Barcelona

Featured company

Palau de la Música Catalana
Type:
Non-profit
Industry:
Musical theatre, entertainment
Other keywords:
Concert hall; UNESCO site

Featured protagonist

  • Judith Pi i Riubrugent (female), Head of Communication

About

Abstract

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.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Geographical setting

Region:
Europe
Country:
Spain
Location:
Barcelona

Featured company

Palau de la Música Catalana
Type:
Non-profit
Industry:
Musical theatre, entertainment
Other keywords:
Concert hall; UNESCO site

Featured protagonist

  • Judith Pi i Riubrugent (female), Head of Communication

Related