Pulso bar
Visual identity
Academic project
Oct. 2024
What I did
Visual Identity
Web design
Art Direction
Overview
Pulso is a concept for a traditional Spanish bar in Madrid that seeks to update its identity to convey a more modern and sophisticated character, while maintaining the nostalgic essence of traditional Madrid bars.
Challenge
The main challenge of this academic visual identity project was to refresh Pulso’s image, striking a balance between tradition and modernity with the aim of attracting a wider and younger audience without losing the bar’s familiar and recognisable character. The new design had to communicate the warmth and authenticity of Madrid’s traditional bars, while expressing it through a more contemporary and sophisticated visual identity.
Outcome
The result is a simple yet solid and versatile visual identity, built around a refined and functional typographic system that plays a central role in bridging tradition and modernity, capable of adapting across different applications while maintaining consistency and reinforcing Pulso’s character.
Information
The aim was to maintain a simple and recognisable identity by removing unnecessary visual elements. The main typeface, At Queen, takes on a leading role, introducing a subtle sense of sophistication capable of connecting tradition with modernity.
The redesigned identity can be easily adapted to different formats and media, such as menus, stationery, window graphics, social media content and the website, maintaining visual coherence and a consistent brand experience across all points of contact with the user.
