The visual identity and logo of the Spanish Pavilion at the Osaka 2025 World Expo are built upon the architectural concept of the pavilion as a landscape, the sea and the sun acting as foundational elements. This graphicapproach directly linksto the exhibition concept inspired by the Kuroshio Current, the narrative axis that articulates the project's discourse.

The visual identity incorporates the sun as a central symbol shared by both cultures: an essential element of the Spain brand and a direct reference to the "Rising Sun" central to the Japanese flag. This shared symbol is associated with values such as energy, vitality, and renewal, and functions as a visual and conceptual link that expresses the union between the two countries. Finally, the fluid forms that make up the base of the logo evoke the movement of the ocean and marine currents, becoming a metaphor for the historical, human, and cultural exchange that connects Spain and Japan throughout time.

The visual identity is conceived as a flexible and scalable graphic system, capable of adapting to a wide variety of media and application contexts. The manipulation and displacement of the lower geometric shape of the logo act as the generating axis of the visual language, allowing for the construction of a solid and diverse iconography that conceptually articulates and coheses the entire visual identity project.

Three design lines stem from the graphic development implemented : Currents, linked to the exhibition concept; Fish, associated with the imagery of the ocean; and Ties, which symbolizes the cultural link between Spain and Japan.

The signage design for the Spanish Pavilion was developed as a natural extension of its visual identity and architecture, based on Kuroshio's concept of a fluid and continuous wayfinding system. Far from being a collection of isolated elements, the signage is integrated into the space through a clear visual hierarchy that intuitively guides visitors. The materials, colors, and typography engage with the pavilion's architecture, ensuring visual coherence and legibility, while the design prioritizes accessibility and user experience, making wayfinding an integral part of the exhibition narrative and not merely a functional tool.

The Pavilion's merchandising is conceived as an extension of the visual identity system, transferring its visual language to a wide variety of media and objects. Dynamic compositions, patterns, and iconography are generated by manipulating the geometric shape of the logo, lending coherence and versatility to the whole.

The system is structured around three design lines—Currents, Fish, and Ties—which allow for the development of pieces with their own distinct personality, while maintaining a common visual identity that reinforces the project's narrative and the cultural links between Spain and Japan.