design
Francisco Salgado Ré
CLIENT
Madeira Regional Government
date
2017
type
Brand Identity
THE PROJECT DEVELOPED AS A COMPETITION ENTRY FOR THE REGIONAL BRAND OF THE MADEIRA ISLANDS PROPOSES A GRAPHIC SYNTHESIS OF THE ARCHIPELAGO’S TERRITORIAL, CULTURAL, AND ECONOMIC IDENTITY. THE CREATIVE APPROACH WAS GUIDED BY THE FOUNDING PREMISE OF CREATING AN ICONIC AND UNIFYING INSTITUTIONAL INSIGNIA, CAPABLE OF CONSISTENTLY, ASSERTIVELY, AND COHESIVELY PROJECTING THE AUTONOMOUS REGION BOTH NATIONALLY AND IN HIGHLY COMPETITIVE GLOBAL MARKETS.
THE DESIGN STRATEGY FINDS ITS GENESIS IN THE DIRECT INTERSECTION OF INTANGIBLE CULTURAL HERITAGE AND THE ARCHIPELAGO’S ENDEMIC NATURAL WEALTH. THE CREATIVE CONCEPT IS NOT LIMITED TO A LITERAL REPRESENTATION OF THE LANDSCAPE; INSTEAD, IT DECODES AND REINTERPRETS THE HISTORICAL LEGACY OF THE ISLANDS, THEIR CUSTOMS, GEOGRAPHICAL ISOLATION, AND THE RESILIENCE OF THEIR PEOPLE, TRANSFORMING TRADITION INTO A CONTEMPORARY COMMUNICATION ASSET.
THROUGH RIGOROUS GEOMETRY AND A REFINED VISUAL LANGUAGE, THE GRAPHIC ELEMENTS REINTERPRET THE ISLAND’S UNIQUE TOPOGRAPHY, ITS RIDGE LINES, THE DENSITY OF THE LAURISILVA FOREST, AND THE OMNIPRESENCE OF THE ATLANTIC OCEAN. THE TYPOGRAPHIC STRUCTURE AND THE DESIGN OF THE SYMBOLS WERE PLANNED TO GUARANTEE MAXIMUM VISUAL IMPACT, WHERE FORMAL MINIMALISM ACTS AS A GUARANTOR OF CLARITY AND INSTITUTIONAL SOPHISTICATION.
THE RESULT MATERIALIZES INTO A DYNAMIC, MODULAR, AND HIGHLY FLEXIBLE GRAPHIC ECOSYSTEM, DESIGNED TO RESPOND EFFECTIVELY TO MULTIPLE COMMUNICATION PLATFORMS. THE IDENTITY SYSTEM ADAPTS RIGOROUSLY FROM DIGITAL AND PROMOTIONAL MEDIUMS WITHIN THE TOURISM SECTOR TO THE MANDATORY REQUIREMENTS OF CORPORATE AND GOVERNMENT REPRESENTATION, ENSURING PERMANENCE, TECHNICAL COHERENCE, AND THE STRONG IMPACT OF A BENCHMARK TERRITORIAL SIGNATURE.
