An identity for an everchanging city
This identity is built to reflect Mexico City personality, the hope it inspires and its constant innovation. It is designed to communicate the ideas and concepts that inhabit this city, in an honest, realistic and lively way. Like the city itself, this identity is changing, random and spontaneous, vibrant, sonorous and contrasting.
It is not static, it moves, it changes.
It is at the same time ancient and modern, avant-garde but with its roots deeply anchored in tradition. This identity is designed to represent from head to toe one of the most admired cities in the world and that for the first time considers dressing up as one of the great world capitals.
The identity is made up of an isotope and a logo, which together make up a flexible and functional imagotype, capable of working in negative, positive and different ways that allow it to adapt to all media. The identity also contemplates color parameters and arrangements based on a grid that will allow unlimited movement while maintaining consistency. Giving an “architectural” spirit A visual language is also proposed that makes photographs, texts and elements live in their own ecosystem while making the brand capable to evolve.
TOOLS USED
CREATIVE DIRECTION
ART DIRECTION
BRANDING
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The isotype is made up of 17 elements that represent the territory of the City. In the center a symbol that derives from the Aztec glyph “islet” in allusion to the ancient lake city of Tenochtitlán on which the current Mexico City was founded. Around it are distributed 16 points that symbolize each of the 16 mayors of Mexico City and the people who inhabit it living together around the “center” that represents the City. It is an image inspired by ancient pre-Hispanic art and writing that, without losing an ancestral appearance, projects a contemporary and innovative image. Compatible with the image of an avant-garde and innovative city.
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COLORS: This is a living palette. Based on colors that are commonly found in the city, in its markets, streets, walls. The colors of the “Chilango” everyday life. Like the city, the palette is ever changing and in constant motion.
