MADEROTANGO / Brand Identity
Madero Tango is a one-of-a-kind venue, ideally situated by the river, offering a breathtaking view of the city. This restaurant and tango show space blends elegance, magic, and tradition in a sophisticated setting.
The venue's founders wanted to highlight the authenticity of traditional tango while emphasizing a modern and export-driven approach that would make the brand memorable. To achieve this, I developed a visual identity featuring a bandoneon (a traditional tango symbol) that transforms into a sun through its counterform, emerging from the river and represented by three horizontal lines. The gold and black colors evoke luxury and sophistication, reinforcing the exclusive nature of the venue. The clear, simple typography with a subtle serif reflects the fusion of modernity and tradition, aligning with the concept of offering a contemporary tango show while preserving its authentic roots.
