PICT borns as a response to the problem of the under-exploitation of Talavera's cultural elements and historical heritage, especially its ceramics, an internationally recognised symbol of the city's identity.
- The problem
During the last few years, also affected by the ‘pandemic effect’, the city of Talavera was somewhat lacking in tourist attractions, with a limited and somewhat outdated offer of places of interest. Cultural elements of great value such as its ceramics, declared Intangible Heritage of Humanity, have not been adequately promoted and exploited, resulting in a decline in tourism and a lack of interest in the city. PICT was created in response to this situation, with the aim of highlighting Talavera's ceramics, its history and the artisans who produce it, boosting its promotion together with the points of interest linked to this art: museums, workshops, exhibitions and shops, helping to position Talavera as an attractive cultural destination.
The research for the development of Talavera's visual identity has focused on deeply understanding its ceramic tradition, cultural heritage and tourist situation. Through desktop research techniques, analysis of branding trends and in-depth interviews with experts, such as the ceramist Mónica García del Pino, a disconnection between the local community and its heritage has been detected, especially among young people, as well as a lack of exploitation of the tourism potential of Talavera's ceramics. This project seeks to revalue ceramics through a seal of quality, educational initiatives and a renewed digital presence, strengthening the identity of Talavera as a ‘City of Ceramics’, promoting generational change and generating a modern and up-to-date attraction both internally and externally.
PICT builds its visual identity by going back to the origins with modern touches that celebrate the artisanal essence of Talavera ceramics.
The PICT logo reinterprets the arabesque florin, capturing the historical and origins of Talavera de la Reina ceramics.
- What makes us authentic
The concept celebrates Talavera's identity through its ceramic tradition, an art that connects generations and reflects the unique character of the city. Each ceramic piece is more than an object: it is a testimony of craftsmanship, history and relationship with nature, where earth, water and fire combine to create something unrepeatable. In an increasingly industrialised world, Talavera is distinguished by this authenticity, and ‘What Makes Us Authentic’ encourages the preservation and promotion of its legacy as a ‘City of Ceramics,’ reaffirming its cultural value for both the community and the visitor.
- The development of the project
PICT develops its identity from a graphic system that fuses tradition and modernity, capturing the artisanal essence and cultural value of Talavera ceramics. Inspired by historical motifs, such as the arabesque florin, and the emblematic colours of Talavera, the visual system connects the ancestral with the contemporary. Every graphic element, from the typography to the colour palette, has been carefully selected to convey authenticity, professionalism and the deep connection of ceramics with nature. This visual system not only strengthens Talavera's identity as a ‘City of Ceramics,’ but also establishes a cohesive and recognisable image that communicates PICT's commitment to the preservation and promotion of this unique cultural heritage.
Pangaia typeface, with its organic ornaments, evokes the natural and handcrafted forms of Talavera ceramics, fusing tradition and modernity in each form.
- Digital section
On the digital side, PICT's identity adapts fluidly, making the logo and visual elements coexist perfectly on social networks and digital platforms, reinforcing its presence in digital environments, projecting a recognisable and consistent image at every point of contact of the brand.
The website has a clean, modern structure that facilitates clarity and navigability. The layout of the content is orderly, with a design that prioritises smooth reading and highlights key metrics, enhancing the user experience by allowing intuitive exploration of each section.