Today, more than ever, schools compete among themselves. Just like commercial brands, scools fight for audiences, notoriety, mind share, etc. For this reason, and given the low budget allocated, it was clear that there was a need to create a name and identity that deciphered as clearly as possible the idea behind this teaching institution.

The briefing was clear but quite open. The objective was to create a name and identity that reflected the positioning of this school - a centre for the artistic development of youngsters. A live school, a “nucleus closed to external interferences but open to changing influences, safeguarding the students and feeding, at this age, an attitute if incessant searching.”

“ Being born from a duck does not matter, if only you are hatched and treated like a swan’s egg” (Hans Christian Andersen) - This quote’s meaning was the necessary insight to develop this proposal. The name emerged as an integrant part of its identity and as a reflex of the growth process to which youngsters are exposed. The visual identity gave body to the name and expanded its meaning. Something simple, tangible and fun like a school intends to be. Furthermore, the egg reference is intrinsically connected to the idea of mutation, individuality and protection - the 3 crucial values for this school.

Besides the various spontaneous news clips in a variety of spanish media, “La Incubadora” closed its registrations within 1 month after opening.