An identity for an institution open to society  

The project has focused on creating a brand to generate a sense of unity for an institution that holds sovereignty over a physically fragmented territory. Each of the islands also has very similar political and social realities, but with identity nuances that make them unique and different. Translating this diversity presented problems of graphic translation and message.

That is why we decided to focus on what unites us more than on what separates us. To focus it on the open and enterprising spirit of a Balearic citizenship that looks to the future, on the need to have institutions that represent us not only in numerical and territorial proportionality but also in spirit and values. Understanding the Parliament as the place that connects with these concerns and where we work through dialogue for the common good of the four islands through their representation.

Oberts i connectats is the brand promise resulting from this process, a statement of intent and the synthesis of the essence of the Parliament’s brand, which summed up this spirit of openness, transparency, connection and integration with the concerns of society.

The symbol represents the union of the citizens of the four islands aiming at a common goal, united to achieve the same goal. The triangular spaces resulting from this union are symbolic spaces for dialogue, for coexistence, for consensus, which together give rise to a shape reminiscent of a hemicycle, the action space of the Parliament, the centre of the word. It is also an open book, a desire for transparency and shared clarity.

In order to avoid the overlapping of any political brand with the institutional brand, we decided to opt for a colour palette with a high visual impact. Black and white to generate a high contrast and facilitate visibility, legibility and recognition.

We added Turquesa Mediterrani, which from now on will be the main colour of the Parliament. It represents the colour of the element that unites us and defines our common identity, the Mediterranean Sea.

The visual system is completed with two typographies, Lyon Display, a serif, readable, human and with a strong editorial character, which takes the leading role at a visual level and the weight in communication, helping us to transmit the aspects of relationship and connection in different media.

The Inter, on the other hand, is the support font. It is a Google Font sans serif, with geometrical and modern geometric and modern strokes. The lettering of the logo is written in the Medium version of the typography. 

Based on these assets, a visual system is proposed, composed of various elements which, together with the logo

elements that, together with the logotype, build a simple and clear graphic universe in which a layout system, photographic style, various corporate applications, merchandising, vehicle signage and material for social networks have been worked on.

Altogether, a project that shows that branding also improves competitiveness in the case of institutions, differentiating them from each other, bringing them closer and generating a connection with citizens, always clearly conveying their commitment and value proposition.

This project also shows us that, although branding is a discipline that is born and framed within a market context that has little to do with the institutional sphere, it is an indispensable element when it comes to generating a perception of legitimacy, understood as authority, acceptance, significance and relevance in its audiences.