The main objective was to refresh the museum’s visual presence without losing what makes it iconic, the distinctive style of Fernando Botero, known for his voluminous figures and expressive use of color.

To capture this essence, the visual identity was built around rounded shapes inspired by Botero’s signature forms. The color palette draws directly from the warm, vibrant tones found in his artwork, rich shades that evoke passion, vitality, and cultural depth. These elements were carefully translated into a flexible design system that could live comfortably across both digital and physical spaces.

The logo was designed to be dynamic and responsive, adapting in scale and form for everything from large-format exhibition signage to small printed materials and digital interfaces. It blends seamlessly with Botero’s work, serving not just as a mark of identity, but as a visual complement to the art itself. The typography and iconography were crafted to balance contemporary design with the timeless elegance of the museum’s collection.

By merging visual flexibility with deep artistic respect, the new identity elevates the Museo Botero as a cultural institution that is both modern and rooted in heritage, capable of resonating with new audiences while celebrating the legacy of one of Latin America's most beloved artists.