The mayor wants the brand to “be more than a symbol, but rather a declaration of intent for a modern and plural city”
The Santa Lucía de Tirajana City Council presented this Tuesday a new institutional brand that, according to the mayor, Francisco García, wants to be “something more than a symbol, it is a declaration of intentions, a declaration of the future that defends the values of progress, sustainability, social justice of a modern and plural city that respects traditions and looks to the future”.
The brand will be launched first on the Town Hall's social media and in all public facilities and on advertising media in the municipality. The main brand is the drawing of a palm tree, a natural symbol of the municipality, and is accompanied by other sub-brands that symbolise the future (an arrow moving forward), a kind of citizen face next to the word 'we are', and the other sub-brand is the word 'live' next to a sun.
The mayor said that “this new visual identity marks the beginning of a new stage for Santa Lucía de Tirajana, a stage in which we want to continue building a municipality that is an example of well-being, coexistence and prosperity.” García added that “We want a city where all people have the same opportunities, where diversity is a source of pride, and where each of our neighbors feels part of a project.”
The mayor argued that “this new brand also symbolises the commitment to continue moving towards a more modern, more inclusive and more sustainable Santa Lucía de Tirajana, because we want to become a benchmark, not only in Gran Canaria, but throughout the archipelago.”
During the presentation of the brand, a video was shown with the slogan 'the brand that unites us', where citizens of the municipality can be seen: a craftsman, a bus driver, young people doing Canarian wrestling, the Santa Lucía Fortress, windmills that produce wind energy, older people chatting in a park and in a café, young people practising windsurfing and other sports or researchers at the Canary Islands Institute of Technology.
The three words that accompany the brand campaign are: we are, live and future. We are identity, a mix of culture, values, dreams, we are solidarity, we are Santa Lucía de Tirajana. The sub-brand 'live' represents the social sphere, the open and welcoming character, it represents living the present with the laughter of children or the warmth of the elderly. The 'future' axis represents the idea of progress, of projection towards new horizons, with a commitment to tomorrow.
The representative of the agency 22 degrees, which was in charge of the brand design, Miguel Hernández, said that “This brand has an innovative character and breaks with the norm, the objective is that the inhabitants feel the brand as their own and that they feel proud of belonging to this city.” Hernández added that “in the work of searching for differentiation we saw that Santa Lucía de Tirajana is an example of diversity and integration, of commitment, active participation of citizens and multiculturalism.”
The corporate colours will be yellow, which represents the sun so present in the southeast and recalls energy and vitality. There is also beige, which represents the inland landscape, green, which represents the native vegetation, and brown, which represents the land, as roots, solidity and the character of the community.
