The Madrid Regional Government presents the new logo to be used in the celebration of the Centenary of Metro Madrid
Metro Madrid now has the logo that will be used as the corporate image for all the celebrations that will take place to mark its centenary. The new logo is the outcome of the contest of ideas called by the underground last November, for which over 1500 different proposals were submitted. The Regional Secretary of Transport, Housing and Infrastructure, Rosalía Gonzalo, awarded the prize this morning at the Metro Engine Shed to the winner of this contest convoked by the Community of Madrid.
The winner, Azucena Herranz, a 40-year-old Madrid architect, obtained the prize thanks to a modern innovative design retaining the essence of the current logo, in such a way that it does not lose its identity whilst also evoking other times. In the interior of the logo, with a design taking the form of number 100, we can read the word Metro, while the years of its existence, 1919-2019, appear in the lower part of the logo.
During the act Gonzalo set out to emphasize the importance of opening up the metro to the participation and creativity of all those citizens who live and feel Metro as something personal” and she stated that this “is just the first of many initiatives that will be undertaken to this end.
The logo was chosen by a panel made up of representatives of the Community of Madrid, Metro Madrid and Brand and Marketing experts, who were faced with making the tough decision of selecting one out of so many proposals remitted by the citizens. Besides succeeding in making her logo the one chosen to identify all the underground celebrations in connection with the centenary, the winner also received an annual transport season ticket together with 5000 euro. Besides the winner, another four finalists were also awarded an annual season ticket.
The jury panel was made up of Víctor Conde, the Director General of the Marketing Association of Spain; Pablo Fraile, Advertising Director of the Community of Madrid; Pablo López, Assistant Director General of the Forum of Renowned Brands; Milagros Benito, Integrated Communication Manager of McCann World Group; Sonia Aparicio, Brand and Media Manager of Metro Madrid; Marta Rico, Creative General Manager of Sra. Rushmore; and Adrán Rico, Creative Manager of Young & Rubicam.
This winning design puts across two key aspects for the Company, which are the word ‘Metro’ in the present logo, so as to maintain its original image, and the number 100 integrated in the rhomboid geometry, with the secondary message of the date of the centenary.
HISTORY AND MODERNITY
As for the graphic language, the design used is based on two major aspects in relation to Metro Madrid: its history and its modernity. These simple premises are the cornerstones for the success of this proposal, which sets out to pay homage to these 100 years of history and service, now being celebrated by the first underground in Spain.
The holding of this contest of ideas for the creation of the logo, open to both private individuals and business enterprises, joins other courses of action already set under way in the Company, such as the restoration of the ticket hall at Pacífico Station, a space dating back to 1923, designed by the architect Antonio Palacios. On 17 July last, Metro also commemorated the 100 years from the commencement of the works for the underground with a travelling theatrical performance staged on Line 1 with period characters. In addition, another action was carried out on 16 October last, which paid tribute to the emblematic figure of the Metro ticket window staff.
For the celebration of its centenary, Metro, which is about to complete practically a century of existence, is anxious to enable both its 2.3 million daily users and its almost 7000 employees, the leading players in the life of the underground, to voice their opinions and play an active part.