AYTO.
GUADALAJARA
We addressed the challenge of unifying the city’s identity following centuries of visual fragmentation. We analyzed the original heraldry to project it into the present, creating an integral brand system that respects the institutional narrative while endowing it with digital functionality.
The project spans from strategy and design to audiovisual production and art direction for the launch event.
LOGO
THE LEGEND OF GUADALAJARA THROUGH THREE QUESTIONS
We applied a structural synthesis to transform heraldic complexity into a contemporary geometric system responding to three narrative coordinates: Who (the Knight Álvar Fáñez), Where (the city walls), and When (a starry summer night).
The result is a modular brand, designed with technical rigor to guarantee perfect legibility from a 16-pixel icon to large-format applications. Visual solidity that does not sacrifice symbolic weight.
VISUAL SYSTEM
ARCHITECTURE AND TERRITORY
We expanded the brand universe through the geometric abstraction of the city’s and the Alcarria region’s icons.
We constructed a coherent graphic narrative that integrates the beekeeping tradition (the hexagonal structure), the unique architecture of the Infantado Palace (the diamond points), and the Mendoza heritage (floral ornamentation). A proprietary visual language connecting the institution with the territory.
COAT OF ARMS
INSTITUTIONAL STANDARDIZATION
We resolved the normative void regarding the lack of a unified official version by standardizing the coat of arms through a precision vector redesign.
This evolution balances heraldic rigor with the needs of digital environments, establishing for the first time an official graphic canon: legible, balanced, and future-ready.
