Draccoo
Art, technology, and cooperation to transform brands, communities, and realities.
2024
The project
Draccoo is a Catalan digital design cooperative founded by immigrants within the Social and Solidarity Economy (ESS) ecosystem. The project, led by Ana Villarreal as a founding partner—and recognised with the Micaela Chalmeta award, which honours cooperative initiatives driven by women in Catalonia—needed an identity that spoke two languages at once: that of the land that welcomes them and that of the migrants who are building it. The challenge was to build a brand that said 'we are from here' without giving up its roots.
We took as our starting point the mythology of the dragon, deeply rooted in Catalan culture—present in the legend of Sant Jordi, in the correfocs, and in the popular imagination of festivals—and we assigned it its symbolic power: the fire that purifies, transforms and forges a path. We designed a dual system with a disruptive character: in the logotype, the typography incorporates the dragon's tail and anatomical fragments—horns, scales, fangs—integrated within the letters of 'Draccoo'; in the isotype, the dragon's face becomes an independent cooperative seal, a gaze of fiery eyes and jaws of fire. Two colour versions: intense red on light backgrounds and white on dark backgrounds, to ensure presence on any medium.
Services
- Brand creation
- Naming & concept
- Visual identity
- Graphic system
Category
Brand creation
Year
2024
01 — Value proposition
Where creativity and cooperation transform
Draccoo brings together art, technology, and social commitment to create visual experiences that strengthen the identity and communication of brands, cultural projects, and communities. What sets it apart is its combination of digital imagination with cooperative values: design with purpose, accessible innovation, and diverse talent working to produce a real impact.
02 — Brand guidelines
How to use the brand
The logotype and symbol work as two independent assets. These are the real-world usage rules—versions, backgrounds, margins, and sizes—applied to examples, not theory.
Versions and backgrounds
Each background has its own version
Clear space
The minimum margin is equal to the height of the letter «D» around the entire perimeter. No text, image or border should enter this area.
Minimum sizes
Logotype
30 mm · 120 px
Isotype
15 mm · 60 px
Colour palette
Draccoo Red
HEX #E1211B · RGB 225 / 33 / 27
Isotype, accents and lettering details
Ink black
HEX #0A0A0A · RGB 10 / 10 / 10
Logo on light backgrounds
Blanco
HEX #FFFFFF · RGB 255 / 255 / 255
Logo on dark backgrounds or photography
Application examples
Dos and don'ts
Correct uses
Incorrect uses
La identidad conserva siempre su forma, proporción, contraste y carácter original. Isotipo y logotipo pueden usarse por separado; juntos, la composición respeta su jerarquía y espaciado.
03 — Identity construction
From concept to the anatomy of the dragon
The identity is born from the dragon as a symbol of transformation, energy, and cultural roots. Its face becomes a seal of character, while red, black, and white build an intense, versatile visual language ready to coexist with very different creative worlds.
04 — Cooperation and impact
Creativity that opens up opportunities
As a cooperative in the Social and Solidarity Economy, Draccoo turns every project into an opportunity for collaboration, training, and self-employment. Its commitment is to bring design and technology closer to migrants, vulnerable groups, and organizations seeking to grow without giving up on equity, sustainability, and respect.
05 — Recognition
A project born to transform
The 2023 Micaela Chalmeta Award recognised Draccoo as a cooperative initiative driven by women. More than a destination, the award confirmed a vision: to fuse art, technology, and social commitment to transform realities.
Result
Draccoo positions itself as a cooperative studio where creativity is not just about aesthetics: it is a tool to make ideas visible, open up opportunities, and generate social impact. Its universe combines visual identity, illustration, digital communication, and 3D modelling with an ethical, inclusive, and collaborative way of working. The dragon represents this transformative energy: imagination with character, technology at the service of people, and design capable of taking every project a step further.
