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Branding

Background

Maracaibo is the Capital of Zulia State, a functional urban region of about 2.3 million habitants and 751,000 jobs.

The city had no uniform identity and municipality public services are graphically isolated from each other.

The most consistent identity element is the Maracaibo’s coat of arms which had tree modification through history

The reform of this organization offered an opportunity to unify the city brand into one cohesive visual identity.

Coat of Arms Timeline

1580
1789
1813

Symbol Concept

this poject sought a fresh new brand identity that respects the past of this important port that built the country and represent each of the people living and working there. As a strong brand needs to be adaptive, responsive and versatile.

The idea  is to built a sense of belonging for basically everyone, residents, foreigners, tourists, immigrants, special groups, etc.

 

The new identity was built on recognizable elements for the people, element that are presents in their symbology and also are strong link with their roots.

For this reason the concept is anchor to this three main alements, the shield, the columns and the ship.

1.- Shield
2.- Ship
3.- Column

Typography

Mont Heavy is a geometric sans serif typeface. Svetoslav Simov and Mirela Belova designed this font. It can be used in lots of working areas. Mont is also perfect for strong headlines. It is suitable for web, print, motion graphics. 

For body text Open Sans is the option selected, designed by Steve Matteson  It was created with an upright stress, open forms and a neutral. It was optimized for print, web, and mobile interfaces and has excellent legibility characteristics in its letterforms.

Color Palette

The brand colors are subconsciously familiar to citizens, they are used in regional symobols or some iconic buildings.

Navy blue represents the nature, copper gold is civic life and light blue the divinity of god.

Pantone and Hex codes

7687 C
1D428A
7407 C
CBA052
2707 C
B9DDFF

Symbol and Logotype

Symbol
Logotype

* The third line will vary depending of the department.

Alternative Colors

Monotone Navy Blue

Monotone copper Gold

Monotone Light Blue

Duotone Navy Blue

Duotone copper Gold

Duotone Light Blue

High Contrast

Greyscale

Negative

Structural Analysis

Click on image to enlarge

Grid
Composition
Safe Area
Text Positioning and Safe Area

Applications

Stationery

Signage

Digital Environments

grey-symbol
Belmiro Pereira

Senior Brand and UI Designer.

University Rafael Belloso Chacin

Bachelor in Graphic Design

2000 - 2005

Canada

Quebec, Montreal