Brand development, naming, and branding for Andalucía NEXUS

The Andalucía NEXUS brand was created with the objective of providing a cohesive representation of the tourism innovation ecosystem promoted by the Regional Government of Andalusia. The challenge consisted of developing a distinctive naming strategy and a versatile visual identity that could be deployed across the various verticals that make up this knowledge hub: data, talent, lab, future, and audiences. At Sextaplanta, we proposed the name ‘NEXUS’ as an alternative to ‘Hub’, seeking a word that better reflected the essence of connection, networking, and professional community without generating potential misconceptions. The graphic proposal enhances clarity, modular structure, and adaptation to different institutional and sectoral contexts.

The visual identity of Andalucía NEXUS is articulated through the “+” symbol, a graphic resource that conveys the idea of adding, expanding, and connecting. This symbol functions as the backbone of a modular system that allows for the integration of distinct verticals—such as +data, +talent, or +lab—while maintaining consistency with the parent brand. Each vertical has its own color and personality, facilitating immediate recognition and providing each line of work with a solid identity aligned with the values of the NEXUS ecosystem. The result is a flexible, clear brand architecture prepared for growth.

The Andalucía NEXUS graphic system has been designed to easily adapt to multiple formats and environments: from physical signage to web environments, social media, institutional presentations, or interactive applications. Its clean and modular style favors coexistence with other brands in the Andalusian tourism ecosystem, reinforcing its institutional role without losing its own identity. The digital, modern, and innovative character of this brand is also a statement of intent: to position Andalusia as an international benchmark in the development of technological solutions for the tourism of the future.