Carregal do Sal
Brand Identity, Brand Guidelines & Project Proposal
The Carregal do Sal is a Portuguese municipality where the carnival and the Dão wines are the main attractions.
client: Municipality of Carregal do Sal industry: Government, social care, culture – Portugal year: 2024 capabilities: Project Proposal, Strategy, Graphic Design
the brand: the Carregal do Sal brand was designed to represent the residents, natural and urban heritage, history, culture, and icons. To respond to current needs with coherent, appealing, sustainable, and inclusive communication, Carregal do Sal presents a new strong and versatile image. A brand that incorporates the elements most valued by the residents, also is capable of promoting its offerings. A visual identity for the municipality that aligns with the inherent areas, such as social, educational, business, sports, cultural, health, leisure, and sustainability sectors, as well as associated projects.
my role: I was responsible for the entire project, from proposal to delivery. A strategic plan that required deep historical research, the development of a survey to know the residents’ opinions and the draw of that specific government structure and sectors to develop a sustainable, flexible and coherent approach.
concept: the representation of people first and foremost. Embracing diversity, it aims to honour those who actively participate in the promotion and development of the municipality, as well as those who choose Carregal to live, work, or visit.
Aristides de Sousa Mendes, an undeniable historical icon, is represented by the visas that saved lives. Also represented are the wines, recognised internationally, as well as the carnival, which is also its calling card. The sports, recreational, and cultural associations that maintain traditions and bring new activity proposals to the municipality have not been forgotten.
flexibility and adaptability: considering the number of areas that complement the town government it was important to keep consistency across all graphic material identifying specific sectors. It was time to combine the tones from the original colour palette adding extra shades to complement. Adapt the base form of the logo to each sector and define a rule to design new projects that need in the future to be in the same style.
challenges: Working completely remotely was a big challenge. Before everything, it was essential to survey to know the residents’ opinions and then historical research to make sure the elements represent the municipality.
