This new brand designed by Destino Estudio, is focused on a new strategic tourism plan for the city of Murcia to reach a European, continental audience.

A friendly, close and safe city, where you can discover the generosity of its people and its excellent climate with many sunny days a year. A city of its time projected into the future, being walkable and habitable, modern and sustainable. An inclusive, dynamic city, with a young environment and an excellent training offer thanks to its universities. Respectful of her past and committed to the present.

The construction of the brand is based on two main elements: The modular construction of the typography was born from the architectural form of the Puente de los Peligros, through which the Segura River passes, achieving an avant-garde and personal typeface for the city’s brand.

In another plane we find the graphic form of the river, to a lesser degree of iconicity for a more basic visual understanding of its representation, which will serve as a tributary to create a dynamic system that connects with the different proposals of the city.

With this slogan we want to generate in the public a call to action, so we play with the preposition + pronoun “for you” referring to the diversity that exists in Murcia and that, therefore, is made for you, so that you can enjoy she. On the other hand, in its English version we have kept in mind the transmission of the same message, which is easy to pronounce and remember.

These elements of the visual system help us to distinguish through shapes and colors the different areas of the brand for the development of its ecosystem. Culture & Leisure: Programming, cultural events, parties, sports and alternative activities. Huerta & Gastronomy: Focused on promoting the Huerta de Murcia and the rich gastronomy of the land. Monumental: To offer visits to the different monuments that Murcia boasts.

Flexible system for the development of the different graphic supports (billboards, banners, flyers, merchandising) and at the same time the renewal of a new website and mobile application with an intuitive interface focused on tourists.