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I was asked by Madrid City Council to rethink his brand usage. Not to make a "tabula rasa" and a new logotype, but to order and make a system to be used by 35.000 people. The City Council population.
The idea was to reorder the existing elements, renew the obsolete ones and to make a visual appearance that can coexist with the old ones. That was the basic commitment, anything that does not need to be replaced will not be replaced.
The new visual identity must not be persuasive, but informative. A visual system that will restore the public service informative function. Leaving persuasion for specific communications campaigns and for the city tourism brand.