A place to LIVE
In a sun-kissed (and windy) corner of the Gran Canaria, there's a place where community isn't just a word – it's a way of life. Agüimes stands as a testament to what happens when a municipality dares to dream beyond the ordinary. For over 40 years, this vibrant community has been moving forward, transforming from a humble township into a beacon of progressive governance and human connection.
Bronze Award – Brand Logotype category.
Canary Islands Design Awards 2023.
CHALLENGE
The core challenge was to evolve Agüimes' institutional brand to match its progressive vision as a city brand, and honoring its rich heritage at the same time. The municipality needed to:
- Bridge its 40-year legacy of community service with its aspiration for future innovation.
- Create a cohesive identity system that could unite diverse neighbourhoods while celebrating their uniqueness.
- Develop a brand voice that could speak authentically to multiple generations.
- Transform municipal communication from institutional to inspirational.
- Address the evolving needs of a diverse, intercultural society.
- Maintain the delicate balance between tradition and innovation.
- Create tools for democratic participation and citizen engagement.
SOLUTION
We crafted a brand strategy that transforms Agüimes' inherent warmth and community spirit into a powerful platform for future growth. The solution focus on:
Brand Essence & Design:
- Positioning Agüimes as a brand that speaks about belonging and the possibility of living a truly life.
- Establishing core values: memory, humanity, ideas, co-creation, positive attitude, and global thinking.
- Creating a verbal identity that emphasises the active, vibrant nature of the community.
- Design a dynamic visual identity that communicates effectively and looks to the future.
Strategic Pillars:
- Quality of Life: Focusing on sustainable development and citizen well-being.
- Inclusive and Supportive: Creating an welcoming environment for diverse populations.
- Visionary: Looking to the future while respecting heritage.
- Sustainable and Evolving: Adapting to new social, economic, and environmental realities.
- Efficient and Honest: Maintaining transparency and effectiveness in governance.
- Open and Participative: Fostering citizen involvement in decision-making.
VISUAL IDENTITY
The visual identity is built around a powerful symbol of uniqueness - the umlaut in 'ü'. This distinctive element becomes both shield and smile, representing protection and joy. The identity system features:
Visual Elements:
- A fresh, dynamic color palette with 15 carefully selected colors that reflect the municipality's vibrant spirit.
- Modern typography combining Bould (for its humanist and technological character) with Roboto Slab and IBM Plex Sans for communications.
- A flexible system that allows each neighborhood to maintain its individual character while clearly belonging to the greater whole.
- Clean, intuitive iconography that makes municipal communication more accessible and engaging.
Communication Guidelines:
- Tone of voice adapted for different audiences (adult citizens, youth, elderly).
- Clear style rules for consistent communication across all channels.
- A distinctive dictionary of approved terms that reinforce the brand's values.
- Integration of traditional and modern elements in visual communications.
Special Applications:
- Unique color combinations for each municipal department.
- Personalized neighborhood identities within the master brand system.
- Systematic use of photography emphasizing human connection and local beauty.
- Geometric patterns derived from the 'ü' symbol for creative applications.
Check the Brand Book here.
“My smile is my shield. It is also what makes me special. And everything I am, have, imagine or create, is born from it”
