01 April, 2022AFM Cluster, the advanced and digital manufacturing cluster, has unveiled its new brand image at the celebration of the 75th anniversary of its founding association, AFM. Going from strength to strength over the last decade, the advanced manufacturing cluster has gone from representing 80 companies to over 650, and is now renewing its corporate image with the aim of highlighting its position and underlining some of the values that constitute its identifying traits: trust, growth and future.
This redesign is the fifth incarnation of the AFM logo since its foundation 75 years ago and it focuses on updating the company's identity, as well as making it recognisable and contemporary. "It is the result of an evolution, a need to modernise the image of AFM Cluster and make the brand even more recognisable and visible", commented AFM Cluster general manager, Xabier Ortueta. "We also wanted to adapt to our new reality, a cluster with 6 associations, each one dedicated to a different collective, with its own needs, and each playing a key role in the advanced manufacturing map".
Graphically speaking, the new logo is a radical change with respect to the previous one. A new element has been added in the upper right hand margin of the logo, sort of framing it, aimed at conveying the concept of home, of meeting space.
AFM has chosen a brighter blue colour to bring freshness and strength to its identity. And in order to give each association its own element, a series of colours have been selected which are reflected in the aforementioned frame.
The new identity presents a compact typography that aims to convey strength and symmetry, as well as more space between the letters for easier legibility in different scales and supports.
Under the tag line “Home of the future”, AFM presented its new image at an event attended by representatives from several partner companies, as well as institutions, clients, suppliers and friends of the sector and speeches were given by AFM president, César Garbalena and general manager, Xabier Ortueta.
Leo Harlem was the star guest at an event presented by Edurne Ormazabal, general manager of TABAKALERA, which featured performances by dance company KUKAI, founded by dancer Jon Maya, musical quintet Tequila’s Party and the music duo formed by Loyola Garmendia and Ainara Ortega. AFM Cluster wanted to hold this event, despite the adverse circumstances, as a way of expressing its thanks to all who have contributed to its 75-year journey.
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