The challenge presented was very clear. The city needed a visual system, a visual identity that could organize and simplify communication with the citizens, and could at the same time define a clear hierarchy, bringing together the city and the city hall. We needed to represent Porto, a global city, the city for everyone.
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.