{"id":929,"date":"2010-04-09T01:06:43","date_gmt":"2010-04-08T23:06:43","guid":{"rendered":"http:\/\/www.luisan.net\/blog\/?p=929"},"modified":"2020-09-09T19:45:28","modified_gmt":"2020-09-09T17:45:28","slug":"torre-caja-madrid-de-sir-norman-foster","status":"publish","type":"post","link":"https:\/\/www.luisan.net\/blog\/identidad-corporativa\/torre-caja-madrid-de-sir-norman-foster","title":{"rendered":"Torre Caja Madrid de Sir Norman Foster"},"content":{"rendered":"<p>A veces me imagino a los responsables de identidad corporativa de las grandes empresas explicando a sus clientes\/jefes algunas de las campa\u00f1as o aplicaciones de imagen que dise\u00f1an para ellos. El otro d\u00eda estaba paseando por las inmediaciones de \u00abLas 4 Torres\u00bb en Madrid pues ya est\u00e1 practicamente urbanizado todo el terreno a su alrededor (merece la pena acercarse) y pude fijarme en la torre futura sede de Caja Madrid cuando se trasladen que es verdaderamente sorprendente (al igual que las otras 3), se trata del edificio que proyect\u00f3 Sir Norman Foster (<a href=\"http:\/\/www.fosterandpartners.com\" target=\"_blank\" rel=\"noopener noreferrer\">www.fosterandpartners.com<\/a>).<\/p>\n<p>Lo que me llam\u00f3 poderosamente (como se suele decir) la atenci\u00f3n es que aunque la torre es enteramente propiedad de Caja Madrid y todo el edificio ser\u00e1 ocupado por Caja Madrid no se ha ca\u00eddo en la vanidad podr\u00edamos llamarlo as\u00ed, de querer a toda costa y a bombo y platillo anunciar esta realidad de que la torre es de Caja Madrid y al rev\u00e9s, con suma elegancia han colocado una \u00abpeque\u00f1a pegatina\u00bb, bien, un vinilo adhesivo en el centro justo y la altura de los ojos humanos de la puerta principal y de la puerta posterior del edificio, una pegatina que representa escueta y sobriamente el s\u00edmbolo de la entidad (el oso) de tan solo unos 20 o 25 cm, por cada lado, sin logotipo (letras \u00abCaja Madrid\u00bb) ni ning\u00fan tipo de texto, solo el oso muy discreto y sutilmente colocado en la inmensidad del edificio, te tienes que acercar mucho para poder apreciarlo, casi como si fueras a entrar en el edificio, increible !Qu\u00e9 auto control! \u00a1Qu\u00e9 poder\u00edo&#8230;! Eso es imagen corporativa, breve, concisa y elegante, \u00a1Chapeau! \u00a1Feten! que dir\u00edan los de Madrid.<\/p>\n<p>Realmente me sorprendi\u00f3 que no hubieran colocado un o unos cartelones de lo m\u00e1s ostentoso y cutres (no por el dinero que podr\u00edan haber costado y los materiales utilizados si no por la propia ostentaci\u00f3n y la dimensi\u00f3n de los mismos) de metros cuadrados que afearan el exquisito dise\u00f1o art\u00edstico del edifico de Norman Foster.<\/p>\n<p>Me imagino una posible conversaci\u00f3n entre el encargado de la implantaci\u00f3n de imagen de Caja Madrid y los responsables de la Caja que se puede extrapolar y es la intenci\u00f3n, a otras muchas empresas y directores de imagen:<\/p>\n<p>-\u00bfQu\u00e9 propone usted poner en la torre como identificaci\u00f3n de nuestra compa\u00f1\u00eda?<\/p>\n<p>-Creo que deber\u00edamos poner un vinilo en la puerta principal y en la trasera.<\/p>\n<p>-Un vinilo \u00bfC\u00f3mo? \u00bfDe cu\u00e1ntos metros? \u00bfDe 3? \u00bfDe 4&#8230;? \u00bfLuminoso? \u00bfM\u00f3vil&#8230;?<\/p>\n<p>-No&#8230;, un peque\u00f1o vinilo de 20&#8230; 25 cm. a lo sumo&#8230; s\u00f3lo el s\u00edmbolo del oso, sin nada de texto..<\/p>\n<p>-Pero eso no se ver\u00e1 lo suficiente&#8230; \u00bfY sin unas letras? \u00bfSin poner el nombre de la entidad?<\/p>\n<p>El resto ya es m\u00e1s dif\u00edcil de imaginar por lo complicado del tema en cuesti\u00f3n pero en todo caso mis felicitaciones para este responsable de imagen imaginario por poder convencerles porque en principio parece dif\u00edcil \u00bfO quiz\u00e1 todo fue muy f\u00e1cil? Mis felicitaciones entonces para todos por haber atinado tanto, \u00a1Y que dure!<\/p>\n<p>Para aportar una referencia de lo anteriormente expuesto, a continuaci\u00f3n unas fotos que pude sacar el mismo d\u00eda de mi descubrimiento con la c\u00e1mara del m\u00f3vil, el recuadro rojo de las 2 primeras indica el sitio exacto donde est\u00e1 situado el oso, pero es\u00a0 mejor acercarse y ver el conjunto al natural.<\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/logo-caja-madrid1.gif\"><img decoding=\"async\" class=\"alignnone size-full wp-image-967\" title=\"logo-caja-madrid\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/logo-caja-madrid1.gif\" alt=\"\" width=\"500\" height=\"260\" srcset=\"https:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/logo-caja-madrid1-300x156.gif 300w, https:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/logo-caja-madrid1.gif 500w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-0.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-0\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-0.jpg\" alt=\"\" width=\"467\" height=\"350\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-1.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-1\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-1.jpg\" alt=\"\" width=\"467\" height=\"350\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-2.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-2\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-2.jpg\" alt=\"\" width=\"350\" height=\"467\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-3.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-3\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-3.jpg\" alt=\"\" width=\"350\" height=\"467\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-4.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-4\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-4.jpg\" alt=\"\" width=\"350\" height=\"467\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-5.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-5\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-5.jpg\" alt=\"\" width=\"350\" height=\"467\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-6.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-6\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-6.jpg\" alt=\"\" width=\"350\" height=\"467\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-8.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-8\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-8.jpg\" alt=\"\" width=\"350\" height=\"467\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-14.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-946\" title=\"imagen-corporativa-caja-madrid-14\" src=\"http:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-14.jpg\" alt=\"\" width=\"350\" height=\"467\" srcset=\"https:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-14-224x300.jpg 224w, https:\/\/www.luisan.net\/blog\/wp-content\/uploads\/2010\/04\/imagen-corporativa-caja-madrid-14.jpg 350w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/a><\/p>\n<p><iframe class=\"fusion-hidden\" data-privacy-type=\"facebook\" src=\"\" style=\"border: none; 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El otro d\u00eda estaba paseando por las inmediaciones de \u00abLas 4 Torres\u00bb en Madrid pues ya est\u00e1 practicamente urbanizado todo el terreno a su alrededor (merece la pena acercarse) y [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2718,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[55,28,119,17,47,45],"class_list":["post-929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-identidad-corporativa","tag-arquitectura-corporativa","tag-desarrollo-de-identidad-corporativa","tag-identidad-corporativa","tag-imagen-corporativa","tag-marcas","tag-sedes-corporativas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Torre Caja Madrid de Sir Norman Foster<\/title>\n<meta name=\"description\" content=\"Torre Caja Madrid de Sir Norman 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