UCUM

UCUM is a complex, data-driven model developed to analyse and improve the performance of cities through a multidisciplinary and systemic approach. Our role was to translate this invisible analytical framework into a clear, coherent, and accessible visual identity.

We defined a strong visual narrative capable of expressing complexity without overwhelming it. Multidisciplinary concepts, energy, environment, mobility, socio-economic data were distilled into a geometric and modular visual language built on primary forms and structured balance.

The logo was designed as a continuous sign: a visual system that communicates flow, interconnection, and equilibrium. Name, symbol, and methodology were aligned to reflect the systemic logic at the core of the model.

Through branding, we transformed an abstract analytical tool into a readable and shareable identity. The result is not just a logo, but a communication framework: one that supports public innovation and turns complex urban processes into something understandable, navigable, and human.