Mucho

MACBA Barcelona’s new identity opens up to the city

As MACBA enters a new chapter, marking its 30th anniversary, it needed a visual language that felt more open, recognisable, and adaptable across exhibitions, campaigns, and the museum environment.

The updated logo breaks out of the black box, becoming more prominent and flexible in its applications. It can be split into MAC and BA, creating space to play with images, text, and new meanings. The typographic compositions follow the same logic, moving away from a fixed centre and interacting with the modular grid in a more open and dynamic way.

The identity extends beyond posters into the full museum experience, allowing each programme and exhibition to define its own voice, while remaining unmistakably MACBA.

Full case study on our website.



Design System & Principles: Mucho
Campaign Designs: / Oh Yeah! María Ávalos / Lara Coromina Parcet
Motion assets (Screens, exhibition teasers, social media): Jorge Croissier
Typeface: ABC Diatype by Dinamo Typefaces
Photographs by Too Soon To Think, , and MicoStudio
Tram photography Courtesy of JCDecaux España

*The exhibition posters featured in this post, Petrit Halilaj & Álvaro Urbano, Unknown City Beneath the Mist, and Mari Chordà, are fictitious and were created solely to illustrate the new MACBA design system. The exhibitions themselves are real and took place at MACBA, but the poster designs shown here are not their actual campaigns.

We’re looking for a Digital Designer with 2+ years of experience to join our Barcelona studio.

(This is not a UX/UI role)
This role focuses on developing and curating project case studies and supporting the studio’s digital communication across platforms.

Strong graphic design foundation. Clear creative vision. Able to elevate projects and digital content through thoughtful design, motion and art direction.

Apply at [email protected] with the subject “Mucho BCN Digital Designer”, including your CV and portfolio.

Hope this is our digital red thread.