Porto new identity, much more than a simple icon

A city is filled with life, with character, with icons and symbols, with habits and ways of living, with landmarks, landscapes and a very particular horizon. A city could not be summed up in a few buildings. A city is alive, and its identity shouldn’t be closed, it needs complexity, it needs stories.

Inspired by the blue tiles spread all across the city. White studio has built the new Porto identity around more than seventy graphic references that represent the city and its people. ‘For each citizen Porto represents a different thing. If you ask someone “What is your Porto?”the number of answers is endless. We felt like we needed to give each citizen their own Porto. Porto needed to be much more than a single icon, much more than a single logo.’

We felt like we needed to give each citizen their own Porto. Porto needed to be much more than a single icon, much more than a single logo

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The minimalistic symbols go from Porto big icons like Clérigos or Casa da Música to the incredible gastronomy, the unmistakable accent of the north of Portugal, the Port wine, the São João festivities, the old and the contemporary or even the landmarks and the familiar character . They are designed  based on a grid that connects them with each other using the same line thickness, creating a continuous network show the never-ending complexity of Porto city. Each icon can be used both individually and as a system of symbols.

Porto 01 Porto 02White studio has also designed the new Porto Logo. ‘The word Porto was enough. In a simple direct affirmation of who we are and what we are. Nothing else but Porto. The city is undisputed, unavoidable, incomparable. It’s Porto.’ 
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