Branding
The City of Buenos Aires, known for its rich cultural heritage and vibrant neighborhoods, aimed to refresh its visual identity to reflect a more modern and minimalist aesthetic. The new branding had to honor the city's diverse history while capturing its energetic and passionate essence. It also needed to be versatile and adaptable for a wide variety of uses, from government documents and public signage to promotional merchandise. The challenge was to create an identity that balanced simplicity with cultural depth, resonating with both locals and visitors.
As the lead designer, I oversaw the complete rebranding process for the City of Buenos Aires. I worked closely with city officials and stakeholders to understand the city's unique character and ensure that the new identity aligned with their vision. My responsibilities included redesigning the iconic "BA" symbol, curating a vibrant color palette, and selecting a minimalist yet effective typography system. I focused on creating a cohesive design that would be instantly recognizable and adaptable across various platforms, maintaining clarity and modernity in every application.
The rebranding of Buenos Aires successfully revitalized the city's image with a fresh, modern look that resonated deeply with its identity. The simplified "BA" icon became a strong, contemporary symbol of the city, while the vibrant color palette drew inspiration from Buenos Aires' landmarks and cultural traditions, infusing the brand with warmth and character. The minimalist typography ensured clear communication and adaptability, allowing the new brand to flourish across multiple formats. The rebrand not only modernized the city's visual presence but also strengthened its connection with residents and tourists alike, celebrating Buenos Aires’ heritage while looking toward the future.
