Zaragoza Turismo

Introduction:

Zaragoza city stands at a pivotal moment. Several major milestones converge alongside its rich historical heritage and vibrant cultural life: the upcoming Goya Bicentenary in 2028, its designation as World Capital of Garnacha, and its identity as “The City of Two Cathedrals.” Beyond these landmarks, Zaragoza offers a compelling cultural and tourism program, with events and experiences that call for a strong branding project—one capable of rising to the occasion and elevating the city’s image nationally and internationally.

Objectives:

1. To create a distinctive branding proposal that positions Zaragoza as a major, relevant, aspirational, and high-quality tourist destination.

2. To develop a clear graphic code and visual system that ensure recognition and coherence across all Tourism communications, conveying the image of a cultural, modern, and dynamic city with a strong historical legacy.

3. To inspire a renewed sense of civic pride among Zaragoza’s residents through an ambitious proposal that places the city, in terms of image, alongside Europe’s leading cultural capitals.

Strategy:

Could Zaragoza Tourism be instantly recognizable even without a visible logo? A logo identifies and communicates values, yet Zaragoza Tourism already signs with the City Council’s logo. Adding another mark may create unnecessary visual noise and is not always justified. If the branding itself consistently conveys identity and values, the logo becomes secondary. This principle underpins the strategy.

We propose a visual framework capable of supporting all Zaragoza Tourism campaigns while maintaining a strong and unified identity, offering flexibility for creative expression. The concept is built around a Z-shaped window through which Zaragoza’s offerings are revealed. This iconic, dynamic window becomes the core element of the system.

The color palette is led by a neutral base tone, allowing intensity and vibrancy to come from the imagery displayed within the window. A refined typeface reinforces a sense of quality and cultural depth.

The system is conceived primarily for digital environments—where video plays a central role—while remaining adaptable to traditional media, including print and outdoor advertising.