GEINNOVA has developed the new visual identity for the Calatayud Region as part of its Destination Tourism Sustainability Plan (PSTD), an initiative aimed at improving communication about the region and establishing a common, modern and recognisable image that will strengthen its positioning as a tourist destination.
The initiative responds to the need to update the existing identity and adapt it to the new challenges of digital communication, ensuring that the region’s image can be applied consistently across different media: websites, social media, promotional materials, institutional documents and tourism promotion campaigns.
The project began with a strategic analysis of the current brand, identifying those elements that should be retained due to their symbolic and regional value, as well as areas for improvement to achieve a more functional identity better suited to current needs. The revamp was conceived as an evolution of the existing image, maintaining the connection with the region’s history and heritage.
A refreshed identity that preserves the essence of the region
One of the main objectives of the project was to create an identity capable of representing the diversity of the Calatayud region: its historical heritage, its towns and villages, its landscapes, its tourist attractions and its people.
To this end, the brand’s visual identity has been updated whilst retaining the Mudejar star as its central element – a symbol closely linked to the region’s cultural identity. This element has been reinterpreted to improve its legibility, versatility and adaptability to today’s various communication formats.
The new design features a clearer and more balanced composition of the logo, reinforcing the concept of ‘COMMUNITY’ as the backbone of the brand and making the phrase ‘de Calatayud’ easier to read. Furthermore, different applications of the identity have been defined for the institutional, tourism and environmental sectors, allowing communication to be adapted to the context.
Development of a comprehensive brand system
Beyond the logo redesign, GEINNOVA has developed a comprehensive visual identity system that sets out the necessary criteria to ensure consistent application of the brand.
The project includes the creation of a brand application kit containing the main guidelines for use, versions of the logo, colour schemes, corporate typefaces, applications on different backgrounds and recommendations to ensure correct reproduction across digital, print and promotional media.
In addition, resources have been developed to facilitate the adoption of the new identity by institutions, partner organisations and local stakeholders, ensuring that the image of the Calatayud Community can be used easily and consistently in future communication initiatives.
A tool to boost the destination’s profile
The new visual identity represents a step forward in consolidating the Calatayud Community as a region with a more professional, cohesive image, ready to tackle the new challenges of tourism promotion and digital communication.
This project helps to strengthen the connection between heritage, the region and its residents, enabling the various stakeholders in the area to present a unified image that conveys the destination’s value and uniqueness.
The initiative forms part of the Calatayud Community’s Destination Tourism Sustainability Plan, funded by the European Union – NextGenerationEU through the Recovery, Transformation and Resilience Plan, and is one of a series of measures aimed at driving digital transformation and improving the region’s competitiveness in the tourism sector.
