Portfolio

Floripa City Brand

Floripa posters on a wall: the icon, the taglines A cada canto um encanto and A cidade de todos para todos, the patterns and the logo
Client
Florianópolis (final undergraduate project)
Year
2022
Project
City Branding
What’s included
Moodboard, Logo, Icon variations, Color palette, Typography, Patterns, Tagline, Brand guidelines

Floripa City Brand

Floripa City Brand began as Julia's final undergraduate project, and it earned the highest grade. Florianópolis didn't have a brand that showed its tangible and intangible qualities, so the goal was a flexible visual identity that promotes the region and celebrates its character and quirks. A flexible brand can change its clothes without changing who it is, which suits a city that speaks through so many channels.

The mood board brought together the sea, the sun, the sand and the local architecture, and from there came vibrant, cheerful, cozy colors, patterns with soft, organic curves and warm, friendly typefaces. The icon is simple: the horizon, the sun and the sea, unity and community, plus a gear as a nod to technology. The icon and the type stay fixed while the fill keeps changing, in 42 variations, one for each officially listed beach in Floripa, so the brand is always on the move and always easy to recognize.

Floripa mood board: the city sign at sunset, the beach, the lagoon, the sand, lettering references and the color swatches
Floripa logo in cream on deep blue, with the colorful icon of the sun over the sea
Floripa icon variations, the logo with the tagline Diversidade que encanta, the Fira Sans typeface and the color palette
Floripa icon filled with teal, coral and yellow strokes
Floripa icon filled with coral, yellow and deep blue strokes
Floripa patterns, the Fira Sans typeface and the logo on six brand colors
Floripa street signs pointing to Lagoa da Conceição, Praia da Joaquina and Praia Mole
Floripa billboard saying Diversidade que encanta, with an aerial photo of the coast
Floripa poster at a bus stop saying Tecnologia que encanta
Floripa digital sign saying Arquitetura que encanta
Floripa street banners saying Natureza que encanta and Gastronomia que encanta
City bus in the Floripa colors, with the logo on the side
Floripa beach chair with a brushstroke pattern, on deep blue
Beach towel with the Floripa icon, on coral

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