The Cátedra of Artesanía is oriented to the study, analysis, compilation, information, dissemination and communication of crafts, to enable the sustainable evolution of the sector and its adaptation to new market trends, with the incorporation of design and technology.
It is the result of the agreement between the Universitat Politècnica de València and the Conselleria de Economía Sostenible, Sectores Productivos, Comercio y Trabajo, in the framework of the strategic plan to advance the development and promotion of related sectors.
For the construction of the brand identity we start from the concept that the concept "craftsmanship" includes various trades, techniques and materials used as the basis of the final product, represented by basic symbols that can be used for the generation of a graphic system that will form the brand itself for the realization of different applications. Transferring it to the construction of the identity makes it dynamic since it is capable of modifying its morphology through the use and combination of these graphic symbols. This concept also reflects the purpose of the chair itself in its eagerness to transform this sector and its adaptation to a more dynamic model.