Heraldic brand design

City Hall - Brand design and visual identity.

Mayor of the Municipality of the State of Mérida in Venezuela.

PROBLEM

The Mayor's office uses as a visual identifier a heraldic shield designed in 1955. The different applications that were found showed several reproductions of the original coat of arms (paintings, illustrations, stained glass, and carvings). The identity of the institution was disorganized and there was no digital reproduction of the shield that could be effectively used as a trademark.

CHALLENGE

The original shield is an illustration with a lot of detail. The challenge was to achieve a brand that was a faithful digital reproduction of the original design but could be adapted to an identity program and digital reproduction media.

SOLUTION

The design of a graphic heraldic brand created from the digital redraw of the original crest but applying the graphical performance parameters of the commercial brands. The brand created faithfully transmits the original drawing and can be reproduced to scale without losing its characteristics. In addition, the visual communications of the Mayor's Office were unified in a heraldic graphics system created from the elements of the shield.