Curridabat Ciudad Dulce Primary Function: Marca de lugar de Fabrizzio Mendez

O deseño Curridabat Ciudad Dulce Primary Function: Marca de lugar de Fabrizzio Mendez é un estimado gañador do moi prestixioso 2021 A' Design Award de Prata na Categoría de Competición Deseño Gráfico, Ilustración e Comunicación Visual.

PrataGráfico· 2021

Curridabat Ciudad Dulce Primary Function: Marca de lugar

de Fabrizzio Mendez

Cliente: Kerigma

Gañador do A' Design Award de Prata na Categoría Gráfico

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Cores

O Deseño

Sobre Curridabat Ciudad Dulce Primary Function: Marca de lugar

Book Text: Curridabat Ciudad Dulce é un programa de marca de lugar creado para unha cidade de Costa Rica. A marca apoia a visión Ciudad Dulce, ou Cidade Doce, que promove unha experiencia positiva para toda a cidadanía inspirándose na natureza. O sistema visual constrúese a partir de formas, patróns e estruturas repetidas presentes no ambiente natural, cos patróns hexagonais que evocan as colmeas como elemento principal. A identidade flexible aplícase a materiais impresos e dixitais, edificios, sinais exteriores e mobiliario público, para que os diversos públicos poidan recoñecer a cidade con facilidade.

O Recoñecemento

Sobre o A' Design Award de Prata

Curridabat Ciudad Dulce Primary Function: Marca de lugar gañou o A' Design Award de Prata, un recoñecemento enormemente prestixioso outorgado a deseños de gama alta, fermosos e impresionantes. Os gañadores Prata son obras tremendamente brillantes e sumamente creativas que ilustran a pericia, o talento e a agudeza sobresaíntes dos seus deseñadores. Espérase que Curridabat Ciudad Dulce Primary Function: Marca de lugar sexa unha obra marabillosa, escaparate de oficio, notablemente profesional e profundamente innovadora. Este deseño gañador do A' Design Award de Prata é unha invención moi notable e admirada que beneficia e fai avanzar os límites da arte, a ciencia, o deseño e a tecnoloxía. Curridabat Ciudad Dulce Primary Function: Marca de lugar é unha creación moi envexada que esperta desexos, achega sentimentos positivos e prende asombro e marabilla.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: Just as nature uses principles to function, develop and organiztion, a city can also use these principles to create community and develop. With this idea in mind, we chose aspects of harmony, organization, and logic that can be found in nature; such as fractal geometry, symmetry, spirals, stripes, fractures, etc. In the end, we chose the patterns of nature which show a coherent and organized growth. This reflects the methodology of Curridabat Ciudad Dulce. We also decided that the brand should be flexible so that it can express the diversity of the city's audiences and activities.
Dimensións e Embalaxe: The use of circumscribed hexagon-shaped patterns of nature (as in beehives) is the axis on which the visual system is supported, which will facilitate the identification and differentiation of the brand in all graphic materials with which audiences interact.
Etiquetas: Curridabat, Ciudad Dulce, Branding, Costa Rica, Place Brand, Kerigma Branding, Flexible Brands, City Brand
Tecnoloxía de Produción: Once the essence of the brand is defined– which serves as the basis of the project – a divergent creative exercise is made to capture relevant ideas and visuals, which will then be tested and filtered in another convergent exercise, from which 3 different creative paths that work are defined. Finally, the most suitable one is chosen to meet the objectives of the brand. The Adobe Creative Cloud design tools were used for final realization.
Reto de Deseño: The challenge was to build a visual system that reflects a city that cares about the well-being of its inhabitants, not only humans, but also non-humans, such as pollinators (bees, butterflies and hummingbirds), as well as plants and trees, along with all other organisms, which are recognized as citizens. This new identity should reflect that the vision of development is inspired by nature, with a balance between the rational-scientific and the emotional-holistic elements. In addition, it had to be flexible enough to support the diversity of programs, projects and activities that different audiences interact with.
Investigación: Several in-depth interviews were conducted with key people in the local government. We review various demographic studies of the city, as well as documentation explaining the vision of Ciudad Dulce. We carried out an audit of the graphic materials and communicative efforts that had been used; also, we analyzed aspects of the city and its people, among other things. All this to fully understand the essence of the brand. The objective was to define a brand that adequately reflected the innovative vision that the city had been successfully implementing for several years. This defined the essence of the brand, the differentiating attributes, the values, the archetype of personality of the brand and its main purpose. From here, the design of the logo and the rest of the visual system continued.
Inspiración: Ciudad Dulce (Sweet City) is a methodology based on nature; its purpose is to promote a positive experience for all citizens, by seeking inspiration in nature. Thus, it is from that inspiration that this flexible brand arises; it is built from shapes in repetition, patterns, organization, and structures present in the natural environment. These can be found in something on a large scale, such as city topography, or something as small as the veins in a leaf or a fingerprint.
Duración do Proxecto: This project was developed in the city of Curridabat, in Costa Rica. It started in July 2018 and ended in April 2019. Since then, it has worked together with the local government of Curridabat to expand other derivative projects and to accompany them in the process of brand implementation.
Fluxo de Operacións: The vision of development in Curridabat Ciudad Dulce is part of the creative and generative logic of nature. This logic is reflected in everything the brand does to reach the diversity of the citizens. The hexagon patterns visible on all physical and digital graphic materials, outdoors, buildings, public furniture and more, make it easy for audiences to live the universe of the brand.
Membros do Equipo: Fabrizzio Mendez
Yesenia Salazar
Carolina Carrillo
Jeisson Sibaja
Gabriel Jimenez
Beatriz Aguilar
Créditos das Imaxes: All photographs by Fabrizzio Mendez