(Hidrante)
Founded in 2015 by José López Serra, Hidrante is a project space in San Juan, Puerto Rico oriented towards exhibitions, residencies, and cultural production. It provides a vital platform for diverse works that often escape the gaze of conventional art institutions on the island. With over 30 exhibitions under its belt, our ongoing collaboration with Hidrante brings a cohesive identity that reflects its maturity while maintaining a playful edge.
(Info)
Hidrante
2020—Ongoing
hidranteee.com →
(Services)
Brand Identity
Design Direction
Creative Direction
User Experience
Web Design
Motion Design
(Contributors)
José López Serra Director, Hidrante
Ricardo Cabret Web Development
The space was named after a broken hydrant outside its original location. José was interested in the hydrant's significance in the urban landscape, its utilitarian nature, and common presence. For the logo, he desired a clear, bold, and legible mark. To maintain a lighthearted tone, we replaced the counter space on the "A" with a droplet, reminiscent of the old logo.
Drawing from fire safety signage and vernacular typography manipulation, we crafted a straightforward identity system adaptable for anyone, regardless of design expertise. This ethos extends to our choice of Arial, known for its democratic accessibility, especially in its black and narrow variants.