Lecture by Ibán Ramón

DATE

08.07.2026

The renowned graphic designer Ibán Ramón has delivered a lecture aimed at MArch program students, during which he shared some of his most recognized projects as well as insights on how to approach good design.

The class revolved around the need to question reference models and established precedents in graphic design. Instead of settling for the familiar, the designer urged students throughout the lecture to seek innovative solutions through the project, even if this process involves causing a certain initial discomfort—for both the creator and the viewer—as a driver for innovation. To illustrate this, he used several of his own projects as examples.

When approaching the creative process, Ibán Ramón proposed a patient methodology that consists of initially stepping away from form and avoiding a direct rush toward the solution. Likewise, he advises assuming that one does not know the final result from the outset, inviting students to wait for the project itself to manifest so they can learn from it throughout its development.

However, this freedom of exploration must coexist with extreme rigor. For Ibán Ramón, functionality comes first, which is why he champions the idea of keeping things simple, using typography as a backbone and maintaining meticulous care with all formal aspects. Examples of this are his projects for Espai Guastavino and for the Filmoteca d’Estiu.

Finally, he reminded the audience that visual identity is, fundamentally, a matter of formal expression. It is through this simplification, respect for function, and the maturation of the project that a solid identity is achieved—one capable of accurately communicating the essence of any architectural or design proposal.