Madrid City Council has a new visual identity, which was unveiled on Saturday, November 22 during the Christmas lights lighting ceremony. The renewal, which affects both the logo and the typography, represents the first change since the one made in 2016 under the government of Manuela Carmena.

The executive of José Luis Martínez -Almeida has considered it necessary to adapt the image of the council to the new communication channels by restyling the logo. This element, as reported to this medium by the city council’s communications office, had not been updated, or had been updated minimally, in more than 20 years.
The update does not affect the official shield or the flag, which remain unchanged and reinforced in their institutional and protocol nature.

The image is mainly characterized by changes to the logo that have sought simplification, presumably seeking better readability and visibility in digital environments, as well as on signage. The new logo preserves the essential elements of Madrid’s identity, such as the bear, the strawberry tree, the crown or the seven stars. However, these have been reviewed from a minimalist perspective.

The new municipal symbol has been simplified with the intention of facilitating its identification, its application on digital media and its universal recognition. “It is an image of the 21st century for a modern and forward-thinking capital, which is experiencing an explosion of innovation and creativity. It is a more versatile, rejuvenated image that is in line with reality and the moment the city is experiencing.“, they explain to this medium from the City Council.

The typography has also been renewed. Until now, the expression of the city’s name was made with the Martel Sans font, but from now on, “Chulapa” will be used, originally introduced in 2019. This font was produced by Joan Carles Casasín and Pablo Gámez and is based on the one made by Ruiz de Luna for the historical street map of Madrid. Over the last few years it has been used in different campaigns, such as those for the San Isidro festivities and can currently be seen in the graphics that accompany the “Madrid, where the roads meet” campaign.

Regarding the color palette, the City Council maintains its commitment to white and blue, although this is presented in a darker and more sober tone, leaving behind the electric blue that has characterized the image of the capital.

The redesign seeks a balance between tradition and the natural evolution of the lines, in accordance with current communication needs, and follows in the footsteps of other major world capitals. According to what we are told by the City Council, the change seeks to reflect how much the current government values ​​the importance of communication and image in its relationship with citizens.

The new image is already being implemented on social channels, although at the time of writing this news the official website of the City Council retains the previous identity. In addition, some of the communications released in the last few hours, including the latest videos from the official YouTube channel, already include the updated image.
The implementation will be gradual in order to avoid as much as possible the impact on public spending, the council says.

According to XXI Century Newspaper, The new image would have been the result of two years of internal work by the General Directorate of Communication of the City Council.