Although Toletum was originally an academic seminar set up by specialists in Ancient History to focus on the Roman presence on the Iberian Peninsula, it quickly evolved into a much wider-ranging and enduring project. Our job was to define the name (Toletum — present-day Toledo — was a major city of the Roman Empire) and create a graphic that reflected this continuity. The posters we designed for each successive Toletum event (seminars, workshops, talks…) played out this idea while incorporating specific graphic elements from each upcoming event.