Ronald Shakespear

Buenos Aires Subway System

Illuminating the Underground

Diseño Shakespear transforms the Buenos Aires subway with a bold identity and a user-friendly sign system.

How does a city derive its character—the unique qualities that define a sense of place? Every city has its own temperament, its own rhythms, and its own visual language. But how are they shaped?

Ronald Shakespear, FSEGD

America 92 Exhibit

Ronald Shakespear: Making the City Legible

SEGD's 2008 Fellow on design, cities, and storks

Ronald Shakespear has described his profession as “making the city legible.” With his sons Lorenzo and Juan and daughter Barbara, his design consultancy Diseño Shakespear has completed numerous wayfinding, branding, and design mega-projects in Buenos Aires, from the city’s underground to its hospitals and zoo.

Diseno Shakespear

photograph of Recoleta Mall identity

Diseno Shakespear (Buenos Aires) was chosen to design the visual identity for the newly reopened Recoleta Mall in Buenos Aires. The 42,000-sq.-meter shopping center includes 80 shops, 10 movie theaters, 10 restaurants, and a rooftop garden.

The studio has developed other retail branding and signage projects for Alto Palermo Shopping, Temaikén, Galerias Pacifico, Duty Free Shop, Harrods, Tortugas Mall, Patio Olmos, and Dot Baires.

Ronald Shakespear

2008 SEGD Fellow

Ronald Shakespear was born in Rosario in 1941. He has been Chair Professor at the University of Buenos Aires and Past President of ADG. He founded Diseño Shakespear in Argentina 50 years ago and is now directed with his son Juan (DI Uba). Lorenzo, another son

Headshot of Ronald Shakespear, Desigño Shakespear, SEGD Fellow
Ronald Shakespear
Buenos Aires, Argentina
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