MÉXICO CITY, March 9, 2012 – The Frida Kahlo Museum, in collaboration with Ogilvy México, presented its new graphic identity that translates the personality of Frida Kahlo and the famous Casa Azul in Coyoacan, where was born, lived and died.
Ms. Hilda Trujillo Soto, Director of the Museum (far right), stated, “A little more than a year after our very first meeting with Ogilvy, today I feel very thrilled and excited to present to the media and to the public the new graphic image and visual identity of this Museum, which is still a live house. It’s Frida’s home that was visited by important people such as André Breton, Tina Modotti, Paul Weston, Leon Trotsky himself and of course the great Diego Rivera. I want to underline and thank the great interest and passion of all the creative people at Ogilvy who embraced this important project for the Museum.”
Pepe Montalvo, Vice President of Creative Services for Ogilvy, also declared, “We launched an internal contest within the agency among all the art directors and graphic designers to develop the new graphic design for the Museum. We were inspired by the iconic figure of Frida Kahlo, perhaps the most important female Mexican artist of the 20th century. The proposals were inspired by Frida’s physical disability, by her love for Mexican popular art, by the birds, by her famous painting The Two Fridas, but mostly by the colors and shapes of the Mexican textiles that she used all her life, showing all her “mexicanity” of which Frida was so proud of and also of the Bauhaus school.”
He added: “The winning institutional image project, designed by Marcela Estrada, was also inspired by the Bauhaus, the famous design, art and architecture school founded in 1919 by Walter Gropius in Germany. This school, in addition to being seen as contemporary by Frida, was founded in her father’s homeland of Germany. We are very proud and satisfied with our efforts and creativity to make this Museum more contemporary and known through its new image. The winning proposal shows Frida Kahlo’s personality and that of her home – the Casa Azul (Blue House), where she was born, lived and died – and also reflects color, hope and struggle.”
After creating the graphic image, Ogilvy also developed the application manual that states the proper use of colors, sizes, backgrounds, etc., in order to assure its proper application in all elements and promotional items.
Ogilvy México creative team who participated in the concept and development of this project are: Marcela Estrada, Iván Carrasco, Francisco Hernández, Sergio Díaz, Luis Mata, Gonzalo Villegas, Verónica Medina, Sergio Díaz-Infante, Edgar Romero, Gina Muñoz, Demian Nájera, Orlando López, Juan Carlos Necochea and Alejandro López. Victor Alvarado supplied the photographs for the development of the application manual and the invitation.
The synergy developed by the Frida Kahlo Museum and Ogilvy México was possible given the profound interest of the ad agency in the art and culture of México and of the world.
For more information: