The city of Cartagena de Indias is the fifth largest city in Colombia, known for its cultural history. The city required new branding, that was to reflect the colonial style of its past in a modern way. Cartagena is called “The Charm of Colombia” because of its beautiful architecture and colorful homes with floral ornaments, surrounded by bright blue waters.

In designing the logo, since Cartagena is mostly known for its colonial architecture it was decided to use the San Pedro de Claver church, the city’s principal and most beautiful church. It was made by recreating the church as an illustration keeping its colonial details but giving it a modern appearance.

This was achieved by using a minimalistic and clean linear style on the illustrations. The logo includes a fish and waves, since Cartagena is also referred as “a fishing city”. The alternate logos will be used to identify each area or neighbourhood found in Cartagena.

The icons used for the branding system keep the same style, line weight and clean, modern look on each of them. All of them are simple vector illustrations that match to the logo. Each icon is used either as a way finding sign or some of the most important and beautiful attractions in the city has to offer.