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Clave de Maria – Visual Identity and Brand Development

The visual identity for Clave de Maria was developed to reflect the cultural and musical character of the Monte parish community, while introducing a distinct and contemporary symbol for the new music atelier. Drawing from local heritage, the logo departs from traditional religious imagery to affirm a brand that is both respectful and independent.

ClientParóquia do MonteYearJune 2025AuthorFilipe GomesShare

At the core of the concept is the crown — a symbol traditionally associated with Our Lady of Monte — reinterpreted here as a central graphic element. Rather than depicting the figure of Mary or the church, which already define the visual language of the parish, the design introduces a new icon that honours its roots while establishing its own presence.

The crown symbol was designed to evoke both elevation and harmony, bridging the spiritual dimension of the place with the artistic role of music. Its circular form, balance and centrality create a strong and memorable image, capable of representing the atelier in various formats and contexts.

The typographic choice reinforces the clarity and simplicity of the concept, allowing the symbol to take prominence.

This identity is more than a visual mark — it communicates a mission: to make music education accessible, inclusive, and meaningful. It gives voice to local creativity, encourages intergenerational connection, and builds a space of continuity and belonging within the community.

The project also respects the symbolic weight of its name. “Clave de Maria” combines musical terminology with spiritual reference, encapsulating the essence of a place where sound becomes connection, learning and expression.

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