Torre del Lago Municipality.

Case Study in Civic Branding.

This conceptual project was inspired by Spanish municipalities whose names derive from medieval towers. The aim was to explore how their traditional coats of arms, often ornate and rooted in heritage, could be updated and modernized for the 21st century.

I reimagined the defensive tower as a simplified, geometric emblem, retaining key architectural cues such as merlons and crenels to preserve its reference to medieval forms while making the mark scalable and versatile. An energetic, bold colour palette paired with modern typography and contextual imagery supported the idea of modernization, bringing the identity into the 21st century. This approach reinforced the spirit of civic pride while ensuring not only clarity and usability, but also the longevity of the logo and brand across applications from signage and reports to tourism and merchandise.

The result was an identity that demonstrated how traditional heraldic forms could be reimagined for today. By balancing inspiration from historic emblems with bold, contemporary execution, this case study explores how civic branding can evolve into the 21st century with both usability and endurance.