Toledo City branding – Fabio Spagnoli

-> Toledo City Branding,
Degree Final Project
2020

The idea of the project focuses on representing the city as an element of union and cohesion of cultures. Taking as reference that imaginary, the concept is about creating an image that represents you, three parts that when joined create something different and without one of the three pieces the rest does not make sense.

Since in this way this city could be defined, a motley mix of civilizations and different ways of seeing the world, the city of the three cultures.

The main image is represented by an imagotype showing a letter T, the main letter of the city, which despite the fact that its name has changed over the course of the History has always had a common letter, in Latin Toletum; in Arabic, Tulaytulah; in Judeo-Spanish, Toldoth; and in Mozarabic, Tolétho, the letter T.
Using a grid-based grid, all identity, the isotype is made up of four modules, three elements, one of them double. While the logo occupies
two boxes wide.

-> Color

The color palette defined for this project collects the colors main that El Greco used in his works.

A style highly influenced by Venetian chromatic mannerism and a great expressiveness of color, figures that deform and they lengthen, spots that become figures. These colors that have been well used in his work receive a certain increase in intensity to make them more suggestive and thus create the brand palette, intense, striking colors and vibrant that demand the attention of the viewer.

-> Comunication

Toledo has a multitude of events and exhibitions throughout the year, from the Tapa Day, through the International Jazz Festival, to an evening of poetry, many of them outdoors and in different parts of the old town of the city.

Several pieces have been created to complete this imaginary, such as large posters, triptychs with routes, tickets, social networks, etc...

-> Experiential web

Following the scheme proposed by the current tourism website of the city of Toledo, turismo.toledo.es, several main categories are proposed as well as the corresponding subcategories of the page:
Taste: Gastronomy, restaurants and bars.
Visit: Museums, exhibitions and monuments. Rest: Hotels, hostels and pensions and spas and hot springs.
Buy: Crafts, typical sweets.

The main characteristic of the web is that it is 100% intuitive and can take the user to the end they are looking for without having to go through unnecessary screens that get in the way.