Curridabat Ciudad Dulce Primary Function: Kwitirira Umujyi Ikirango by Fabrizzio Mendez is a highly esteemed winner of the very prestigious 2021 Igihembo cya A' Design Award cya Ifeza in Igishushanyo cy'Amashusho Competition Category.
IfezaAmashusho· 2021
Curridabat Ciudad Dulce Primary Function: Kwitirira Umujyi Ikirango
Client: Kerigma
Igihembo cya A' Design Award cya Ifeza Winner in Amashusho Category
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The Design
About Curridabat Ciudad Dulce Primary Function: Kwitirira Umujyi Ikirango
Curridabat Ciudad Dulce ni gahunda yo kwitirira umujyi ikirango yakorewe umujyi umwe muri Costa Rica. Iki kirango gishyigikira icyerekezo cya Ciudad Dulce, cyangwa Umujyi Uryoshye, gishishikariza abaturage bose kugira ubunararibonye bwiza mu kwifashisha ibyavuye mu buryo bw'ibidukikije. Uburyo bw'imiterere ntangarugero bwubatswe hifashishijwe imiterere, imitako n'inzego zisubirwamo ziboneka mu bidukikije, aho imitako y'uduce tugizwe n'impande esheshatu (hexagon) itwibutsa amazu y'inzuki nk'ikintu cy'ingenzi. Iki kimenyetso cyoroshye gishyirwa ku bikoresho byacapwe n'ibya digitale, ku nyubako, ku bimenyetso byo hanze no ku bikoresho rusange, ku buryo abantu batandukanye bashobora kumenya umujyi mu buryo bworoshye.
The Recognition
About the Igihembo cya A' Design Award cya Ifeza
Curridabat Ciudad Dulce Primary Function: Kwitirira Umujyi Ikirango ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Curridabat Ciudad Dulce Primary Function: Kwitirira Umujyi Ikirango biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Curridabat Ciudad Dulce Primary Function: Kwitirira Umujyi Ikirango ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- 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.
- Tags
- Curridabat, Ciudad Dulce, Branding, Costa Rica, Place Brand, Kerigma Branding, Flexible Brands, City Brand
- Production Technology
- 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.
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- 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.
- Operation Flow
- 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.
- Team Members
- Fabrizzio Mendez
Yesenia Salazar
Carolina Carrillo
Jeisson Sibaja
Gabriel Jimenez
Beatriz Aguilar - Image Credits
- All photographs by Fabrizzio Mendez
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