Project: Mercat Medieval de Calonge
Client: Ajuntament de Calonge
Spain, 2025
The graphic proposal for the Medieval Market of Calonge deliberately avoids conventional medieval clichés, choosing instead to represent the era through a metaphorical symbol paired with a modern typographic system and a bold color palette. Both the symbol and colors are designed to evolve each year, creating a flexible and dynamic identity. Each edition introduces a new symbol that synthesizes a key aspect of Calonge’s history—ranging from armor helmets and medieval coins to tools, clothing, or typical local products. This variability ensures a renewed yet coherent campaign every year, creating a visual narrative in constant evolution. For this edition, the chosen color was Granat Empordanès, a tone close to wine red and alchemical crimson, inspired by natural pigments such as kermes historically used in medieval banners, manuscripts, and textiles. Beyond its symbolism of strength and vitality, red was a daily presence in medieval life, from inks to miniatures and garments. Its use in this campaign creates warmth and identity, connecting tradition and modernity through a powerful, memorable image.