The new image of the Agencia Estatal de Meteorología (AEMET) and its drawbacks

This Tuesday, June 3, the Spanish State Meteorological Agency (AEMET) changed its brand image after 17 years.

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It was in 2008 when the socialist government of José Luis Rodríguez Zapatero decided to change the name of the National Institute of Meteorology (INM), a name that the entity had held since 1978, when it became dependent on the Ministry of Transport and Communications (previously called the National Meteorological Service and under the Air Force). Currently, the agency reports to the Ministry for Ecological Transition and the Demographic Challenge.

AEMET's initial logo hadn't changed since 2008. It was made with brush strokes, two shades of blue, and the red and yellow of the Spanish flag. It was a somewhat outdated brand design and not ideal for today's digital applications. The use of five different colors probably didn't make the logo easy to use on different backgrounds. Nowadays, logo design tends toward simplicity.

The new AEMET logo combines only two colors, blue and white, which makes it easier to use on different backgrounds. The colors of the Spanish flag disappear, and the country is now represented by the map. The main text of the logo is based on a well-known typeface, Futura, with some changes (the left arm of the T has been cropped, for example). It's a typeface widely used in logos and ideal for lowercase designs, although personally I'm not a fan of it because it's a typeface that's already been seen a lot. Some consider it very modern, but it's already from 1927. Today there are more innovative typefaces than that.

The best thing about the new AEMET brand is the icon, which represents the map of Spain with several isobars. On social media, AEMET is already using this icon as an isotype (i.e., without the text), as it's ideal for social media icons.

On Facebook, AEMET has shown some applications of the new logo. Above we see an image in which the logo fulfills its function very well. In the graphic design, four different colors can be seen: the corporate blue, a light blue, orange-yellow, and white. It is a color range that combines very well.

In this image we see the basic elements of the new visual identity. The four basic colors I just mentioned appear, along with different applications of isobars as backgrounds.

Abordamos el reto climático

→ Con ciencia
→ Con innovación
→ Con seguridad

Contigo 🌤 pic.twitter.com/IoqmZLd5Ou

— AEMET (@AEMET_Esp) June 3, 2025

Here we can see the AEMET video showing its new image. Since they have tried to graphically capture the work they do in the new logo, it wouldn't hurt if the new image included more colors for different applications. After all, AEMET usually includes different variants of the color red on its weather maps to indicate high temperatures, but there is nothing in that color in the new image.

Except for the logo, I'm not thrilled with AEMET's new image. But the website is the most pathetic. Very little has changed compared to the old design. We're still using the same bland web design that's common on Spanish public administration websites, with a few notable exceptions. Other countries are way ahead of us in this regard, but here in 2025 we'll still be "launching" outdated web designs, despite the fact that the State usually spends considerable amounts on these redesigns.