The State Meteorology Agency (Aemet) He has presented his strategic plan for the 2025-2029, designed to position the institution to face the new climatic, technological and social challenges. This plan includes, among other things, a new Visual identity that accompanies the new stage that Aemet begins.
The image has been designed by Frank Kelly Pons, of the creativity and advertising team of the Ministry for Ecological Transition, in which the State Meteorology Agency is integrated, using own resources and professional design staff. The objective has been to create a recognizable and aligned identity with the new plan, which seeks to strengthen the public service role of the institution and commit a commitment to Digitization, technological innovation and scientific communication.
The decision to resort to own means has sought to guarantee coherence and efficiency
As they transfer from the Ministry to this medium, the decision to address work with their own means has sought guarantee coherence Among the different institutional graphic lines, as well as responding to a Efficiency principle in public resources management. “It has been avoided to resort to external processes without compromising the quality, creativity or professional rigor of the final result“, Explain from the communication area.”With this, the Ministry underlines the importance of having professionals specialized in design and communication to guarantee public communication at the height of the current challenges”
The new agency’s strategy is articulated under the “Aemet, with you, addressing the climate challenge”, An idea that has also wanted to move through the new logo and the new visual identity. Science, public service and brand Spain are concepts that have inspired the design now presented. “We address the climate challenge. Awareness. With innovation. Safely With you”; Aemet expressed through social networks.
The new image is a Radical transformation Regarding the previous one. From the agency they define it as a new corporate image “that aims to adapt to
new design currents and multiple forms of visualization, not forgetting some
Clearly identifying aspects, such as the classics “Time Maps“”.
As can be seen, leave behind the multicolored palette and brush strokes in typography, to present an image more solid, modern, aesthetic and legible. Bet on lowercase letters and includes an isotype formed by the map of Spain in Isobaras. It is based on a color palette composed of blue, white and yellow, and a graphic system formed by icons with informative will.
Regarding the new logo, Aemet explains that the map refers to the way in which citizens interact with weather in the media; while the representation of Spain refers to the connection with the territory and public service. For its part, the Isobaras They link the image with the weather; and the future typography It is clean and geometric, thus evoking precision.
The new visual identity is already being implemented in the company’s digital channels. From the agency they assure that the new image and the new plan propose “A new course for a more agile, digital and close aemeta ”whose vision is to be a national reference in weather and climatic services.
