In 2010 CCRZ won the international contest to design LAC’s visual identity. The logo was conceived as a thread connecting the various artistic activities of the center as well as to weave a dialogue between the city’s other museums, institutions and galleries. It is a versatile logo that combines two different codes – playful and light, rigorous and institutional, it conveys reputation and excellence, but also accessibility. Additionally, we developed the signage and brand architecture. Our magazine Portfolio accompanied the birth of the LAC until its inauguration.