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New identity for the city of Porto

Posted by rod - 21.10.2014

New identity for the city of Porto

Last week I featured the Porto city identity proposal from Atelier Martino&Jaña. Unfortunately it only stayed at a proposal because the White Studio won the pitch for creating the new identity for the city of Porto.

The city of Porto and the city Hall needed a visual system, a visual identity that could organise and simplify communication with the citizens and could at the same time define a clear hierarchy.



That city could never be an empty entity, or a mere geographic location, restrained by physical boundaries. It is filled with life, with character, with icons and symbols, with habits and ways of living, with landmarks, landscapes and a very particular horizon. It could not be summed up in a few buildings. It is alive, and its identity shouldn’t be fixed or closed. It needed to breathe and grow every day.

 Ancient, Very Noble, Always Loyal, Undefeated City of Porto.

Porto has always been a very passionate city. It has a scale that allows for a relationship of proximity. Here we feel cozy, we feel at home. We develop a feeling a ownership with every landmark, with every street. The city is ours. And with each step we recognize its accent and its attitude.

New identity for the city of Porto4    New identity for the city of Porto3

The cause is the city. The cause is Porto.

This idea of ownership felt very important for us. This unique home that each one of us finds in the city needed to be represent. Everyone should have their own Porto.

With this idea in mind, one of our first tasks was to understand how others view the city, and what comes out of that observation. It’s obvious and even cliché to identify the big icons like Torre dos Clérigos, Casa da Música, Ribeira, Fundação Serralves, the river. These icons go from the incredible gastronomy to the unmistakable accent of the north of Portugal. The Port wine, the São João festivities, the old and the contemporary, the landmarks and the familiar, the list of “Portos” continues.

For each citizen Porto represents a different thing. If you ask someone “What is your Porto?” the number of answers is endless. We felt like we needed to give each citizen their own Porto. We needed to show all the cities that exist in this one territory.

Thus it became clear to us that Porto needed to be much more than a single icon, much more than a single logo. It needed complexity. It needed life. It needed stories. It needed personality.

New-identity-for-the-city-of-Porto2New identity for the city of Porto



Porto is a city with a strong personality. It has a recognizable attitude that is unmistakably ours. So living along the network of symbols, we needed a brand with a clear message, one that summed up our identity.

The word was enough. In a simple direct affirmation of who we are and what we are. Nothing else but Porto. The city is undisputed, unavoidable, incomparable. It’s Porto.

In the word, in the dot, we visualize the orality of the city. As if the attitude of Porto was just waiting to be revealed. It is the blunt affirmation of what we are.

New-identity-for-the-city-of-Porto1New identity for the city of Porto  New identity for the city of Porto9 New identity for the city of Porto12New identity for the city of Porto11 New identity for the city of Porto8New identity for the city of Porto10  New identity for the city of PortoNew identity for the city of Porto6New identity for the city of PortoNew identity for the city of Porto14

Finished here? Then have a look at these.

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