Sala Zitarrosa
Discovering Symbolism in Architecture
FINDING SYMBOLIC REPRESENTATION IN ARCHITECTURE.
Sala Zitarrosa is an iconic cultural venue for music and film in Montevideo, Uruguay.
It’s located in the historic Palacio Rex, a building constructed in 1926 that beautifully embodies Montevideo’s interpretation of modernism.
After being acquired and renovated by the Municipality of Montevideo, it reopened in 1999 with a capacity for 531 people, adopting its current name in honor of Alfredo Zitarrosa—an iconic singer-songwriter and poet, a key figure in Uruguayan and Latin American popular music.
With a diverse and high-quality cultural program, the venue has become a key space for cultivating and engaging new audiences, promoting emerging art, internationalizing locally recognized talent, and bringing cutting-edge international artistic expressions to the city.
What makes this venue unique among others in the city? What visual element lingers in memory? The stage’s proscenium.
This was the answer to the initial question that guided the redesign of its identity: a proposal flexible enough to adapt to constant applications on social media and the wide range of performances that come to life in this space.
It is the stage’s proscenium that becomes a graphic symbol marking the beginning of the experience in the venue. The architecture itself—evoking another historical moment of the city—provides the key to its identity.
From this shape, a symbolic and versatile icon is created: a frame that can function as a mask, container, window, or decorative outline.
By incorporating the text Sala Zitarrosa, the logo transforms into an adaptable piece, capable of varying in height and width to fit different formats and physical spaces.
Graphic elements directly inspired by the venue’s architecture are also integrated into its sub-brands and thematic cycles, each enriched with a unique color that expands and diversifies the brand’s visual language.
Global Brand Identity Redesign.
Photoss: @sala_zitarrosa
@lusrocks, Catalog of Intendencia de Montevideo y Alfredo Zitarrosa Foundation.